Brands Have Colonized the Harlem Shake, But They Havent Killed It

Pepsi

The brand's original "Harlem Shake" tribute.

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You and your friends aren't the only ones cooking up a "Harlem Shake" tribute on YouTube. The craze has seeped into corporate boardrooms or, more accurately, the ad agencies and marketing departments that represent such brands.

While it's now de rigueur to have a "Harlem Shake" video featuring your employees, a few brands -- including Pepsi, Dr Pepper and Lululemon -- have moved beyond that. Instead, they've viewed the craze as a marketing opportunity. Perhaps the first brand to seize the moment was Pepsi. DeepFocus, one of Pepsi's digital agencies, tapped its Moment Studio for a quickie featuring Pepsi cans interpreting the dance. At this point, there are just a handful of other brands f…
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