It seems that there are no limits for the Black Eye Peas when it comes to Social Media.
The social media explosion started when a happy boy in an Apple Store, and various bizarre versions started to pop up.
On September 2009, 172 communication students at the University of Quebec at Montreal videotaped a lip dub video of the song, which was posted to YouTube the following day. Because of the video’s raw choreography it was able to be filmed in a single take. The video went immediately viral and gained over 1,300,000 views within two weeks. The video was featured on a CNN news report on October/2009.
Bang! The song was already number one on the charts and climbed directly to number one on Itunes with the most sold singles.
If that wasn’t enough, earlier this month Oprah had a Kickoff party for the 24th season of her Talk Show.
This was all launched by a unique performance by the Black Eyed Peas.
Black Eyed Peas altered the lyrics slightly for their hit single “I Gotta Feeling” to tribute Oprah in a big performance on the streets of Chicago.
What Oprah didn’t know was that the 21,000 fans were not just there to watch the kickoff, but to put on a show for Oprah.
So how did they managed to get 21,000 people together to dance in a perfect synchrony?
Answer: Social Media Strategy.
Phase 1 -
Without the show host’s knowledge, Peas star will.i.am teamed up with choreographers and the show producers to create a dance routine for the band’s “I Gotta Feeling” hit and then called on 800 fans using twitter and social media channels to help him execute the spectacle on TV.
The 800 were taught the moves.
AMAZINGLY everyone did it in such perfect unison.
1st Video – the training session
Phase 2 – After the first selection of dancers had their first session of training the dancers used their own contacts on Facebook, Twitter and other social media channel to engage more people
Video 2 – a more engaged crowd
Just before the show started all the previously trained dancers were dispersed into the crowd to quickly teach it to the rest of the people who became aware of the show through Social Media messages sent out by the dancers, B.E.P’s and Oprahs producers.
Result:
21,000 of Oprah’s biggest fans perform one of the biggest dances in the world to the Black Eyed Peas’ “I Gotta Feeling.”
Who said there was no way for the phonographic industry to ramp up sales and take their piece of revenue on social sharing websites?
Are they still seeing as a threat or is it a start of a new strategy?
The song has so far sold 3,000,000+ digital downloads in the United States, Internationally, “I Gotta Feeling” has become the Peas’ most successful single of their career, topping the charts in over fifteen countries so far.
Lucio Ribeiro
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{ 32 comments… read them below or add one }
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Social Media Execution a lesson from Black Eye Peas [link to post]
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Social Media Execution a lesson from Black Eye Peas [link to post] (via @lucio_ribeiro)
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Black Eyed Peas take on Social Media – awesome! [link to post]
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@edouardbreine Thx for RT! RT @lucio_ribeiro: Social Media Execution a lesson from Black Eye Peas [link to post]
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Good case-study of successful SM strategy in music biz: RT @perth140 Social Media Execution, the Black Eyed Peas Way [link to post]
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RT @perth140: Social Media Execution, the Black Eyed Peas Way [link to post] How fun!
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#SocialMedia teachers 21,000 people how to dance in unison [link to post] – next lesson is?
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amazing use of social media largest flash mob ever! [link to post]
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this is a good one RT @bexadecimal: Social Media Execution a lesson from Black Eye Peas [link to post]
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Social Media Execution: a lesson from the Black Eyed Peas [link to post] Watch the last vid, it’s incredible
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RT @waycooljnr Social Media Execution: a lesson from the Black Eyed Peas [link to post] Watch the last vid, it’s incredible
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Amazing RT @waycooljnr: Social Media Execution: a lesson from the Black Eyed Peas [link to post] Watch the last vid, it’s incredible
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21,000 of Oprah’s biggest fans perform one of the biggest dances in the world to the Black Eyed Peas’ “I Gotta Feeling.” [link to post]
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Social Media Execution: a lesson from Black Eye Peas [link to post] Watch the last vid, it’s incredible
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WOW! RT @waycooljnr Social Media Execution: a lesson from Black Eye Peas [link to post] Watch the last vid, it’s incredible
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Fantastic post, Lucio. That last video is incredible. Thanks for sharing!
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RT @cameronreilly 21k Oprah fans perform one of the biggest dances in the world to Black Eyed Peas’ “I Gotta Feeling” [link to post]
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RT @tweetmeme Social Media Execution a lesson from Black Eye Peas | Marketingeasy Internet Marketing Explained [link to post]
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#socialmedia Social Media Execution a lesson from Black Eye Peas | Marketingeasy Internet Marketing.. [link to post]
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Yeah. Cool. But, they could have done this before ’social media’ existed. I don’t think this is a great example of social mediums being used, everyone could have just texted their friends. In the 19th century they could have done the same thing with telegrams!
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RT @cameronreilly: 21,000 of Oprah’s biggest fans perform one of the biggest dances in the world to “I Gotta Feeling.” [link to post]
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RT @waycooljnr Social Media Execution: a lesson from the Black Eyed Peas [link to post] [last vid is incredible; still h8 the song]
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RT @tweetmeme Social Media Execution a lesson from Black Eye Peas [link to post] I’d love to be the girl in the front
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RT @tweetmeme Social Media Execution a lesson from Black Eye Peas [link to post]
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NEWS SHARE – Social Media Execution a lesson from Black Eye Peas [link to post]
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RT @dministry: NEWS SHARE – Social Media Execution a lesson from Black Eye Peas [link to post]
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Social Media Execution a lesson from Black Eye Peas: [link to post] rt @Borisung rt @Tweetmeme
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RT @tweetmeme Social Media Execution a lesson from Black Eye Peas [link to post] – social media & video – engaging globally
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RT @waycooljnr: Social Media Execution: a lesson from the Black Eyed Peas [link to post]
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RT @RealVoiceMedia: RT @TimOnTwtr Social Media Execution a lesson from Black Eye Peas [link to post]
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Social Media Must work because I am not a big fan of the Black Eyed Peas nor of Oprah (use to like them both a lot), yet I absolutely love this song and crank it every time I hear it! By the way, your blog has an awesome look to it!
Jim, neither am i fan of them, but the campaign is just great!!!!
Thanks for pop in