Lessons from Drake’s #InMyFeelings challenge – Info PR

There seems to be no limit to what people will do for social media glory.

Whether it’s eating a spoonful of cinnamon or a
packet of toxic laundry detergent, nothing grabs internet attention quite like a challenge.

Some organizations have used this social phenomenon for good, such as when
the ALS Association garnered major attention with
its Ice Bucket Challenge. Other internet fads have prompted communicators to warn people of the
obvious risks of their stunts.

The latest example of an internet trend run amok is the #InMyFeelings
challenge, which has communicators asking young people around the world to
please, pretty please, not bail out of a moving car.

The National Transportation Safety Board tweeted a stern warning to online
attention seekers:

We have some thoughts about the #InMyFeelings challenge. #Distraction in any mode is dangerous & can be deadly. Whether you are a #driver, #pilot, or #operator, focus on safely operating your vehicle. Read more on this #NTSBmwl issue: https://t.co/b9D0IwNemV #MWLMonday https://t.co/vt6oFTbDsj

— NTSB (@NTSB) July 23, 2018

The organization also gave statements to news outlets:

The Blast reported:

“Motor vehicle crashes are the leading cause of death in the U.S. Hopping
out of a moving vehicle or jumping into lanes of traffic to show your dance
moves is foolish and dangerous – to you and those around you,” said
Nicholas Worrell, Chief of Safety Advocacy at the National Transportation
Safety Board.

He adds, “There’s a time and place for everything, but our nation’s
highways and roadways are no place for the #inmyfeelings challenge.”

[RELATED:
Craft engaging stories that inspire audiences, build brand loyalty and more.]

However, the challenge didn’t start as a daredevil escapade, but rather a
harmless dance-off. Twitter user @theshiggster, called Shiggy, created a
dance to the new song “In my Feelings” from Canadian rapper Drake’s latest
album.

#DoTheShiggy https://t.co/JWfqwLm2tV

— TheShiggyShow (@theshiggster) July 7, 2018

However, once football star Odell Beckham Jr. showed his moves after hopping out of a car, a new trend was born. The escalated trend led to attention-seekers jumping out of moving cars to show their dance moves.

LMFAOOOOO pic.twitter.com/iUCVN19qWm

— carolina???? (@caarolin9) July 15, 2018

i almost died #Kekechallenge #KIKIDOYOULOVEME pic.twitter.com/ZkEExvN9ep

— Barbara Kopylova (@baabsxx) July 15, 2018

The challenge could also land you in jail, some reporters warn.

Billboard wrote:

In Abu Dhabi,
three social media stars
were arrested after officials said their dancing “endangered lives,
offended public morals and violated the traffic law,” while police in Spain
are warning that anyone jumping out of a car to do the Shiggy could
face criminal charges. Finally, Egyptian police have warned that anyone disrupting traffic could
get a
year in prison
and a $167 fine.

Here are three lessons from the viral video sensation for communicators
looking to create their own challenge:

1.
Be specific.

When creating a challenge, state explicitly what the goals are, what
actions are part of the challenge, and what activities are out of bounds.
Part of what makes a challenge viral is the ability for individual users to
customize and top one another with visual gags and gimmicks, but you want
everyone to stay safe.

Design your challenge to push engagement rather than physical or emotional
stakes. You might challenge users to include more friends or neighbors in
their video, rather than to complete a more daring and dangerous version of
your challenge.

2.
Create a vivid hashtag—but be flexible.

When Shiggy asked everyone to join him in his eponymous dance, he created
the hashtag #DoTheShiggy to help users find his creation. However, the
challenge became better known by the #InMyFeelings moniker, named after
Drake’s song.

Remember that there are multiple ways for users to label your work. If your
chosen hashtag isn’t gaining traction, but the internet has imposed another
one, try using both and see which label brings more traffic. Unlike other
branding efforts, choosing a hashtag is just as much about listening to
your audience as it is about defining your work.

3.
Use influencers.

The #InMyFeelings challenge gained steam after celebrities like Will Smith,
Odell Beckham Jr. and Ciara created their own interpretations of the dance.
When looking to create a social media movement, look to cultural icons who
might partner with you. If you have a winning idea, you might be surprised
at responses you get from major celebrities.

PR Daily
readers, what do you think of this particular viral sensation and of
brand-initiated online challenges generally?