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

www.marketingeasy.net

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