Overview

The In My Feelings Challenge—jumping out of moving cars to dance to Drake’s “In My Feelings”—became summer 2018’s most dangerous viral craze, sending the song to #1 on Billboard Hot 100 while police departments worldwide begged people to stop risking their lives for Instagram content.

Origins

Comedian Shiggy (@theshiggyshow) posted an Instagram video dancing to Drake’s newly released “In My Feelings” in late June 2018. The routine featured:

• Exiting a slowly moving vehicle
• Dancing alongside the car while it rolled forward
• Signature “heart” hand gesture at “Kiki, do you love me?”
• Jumping back in the car

The video went viral, inspiring millions of increasingly reckless recreations. The challenge’s danger became part of its appeal—risking injury for viral clout.

Viral Spread & Celebrity Participation

Celebrities joining:

• Will Smith: Danced atop Budapest’s Chain Bridge (12M+ likes)
• Ciara & Russell Wilson: Couples version
• Odell Beckham Jr.: Athlete endorsement
• Drake himself: Posted videos thanking participants

Statistics:

• 500M+ videos across platforms (Instagram, Twitter, YouTube)
• #1 on Billboard Hot 100 for 10 weeks (summer 2018)
• Drove Drake’s Scorpion album to diamond certification

Safety Backlash

Police departments globally condemned the challenge:

• NTSB warning: “Hopping out of moving vehicles is dangerous and dumb”
• Mumbai police: Issued warnings after fatal accidents
• Spain: Police fined participants
• Injuries: Broken bones, head trauma, hit-by-cars documented

Despite warnings, the trend persisted—social media validation outweighing personal safety for many participants. The challenge exemplified influencer culture’s risk-chasing escalation.

Cultural Context

The challenge’s “Kiki” referenced both:

• K’yanna Barber: Drake’s rumored Miami romance
• Keshia Chanté: Drake’s ex-girlfriend

The song’s vulnerability (“Kiki, do you love me? Are you riding?”) contrasted absurdly with people literally riding alongside moving vehicles. The meme transformed Drake’s emotional R&B into slapstick performance art.

Meme Evolution

Subversions emerged:

• Fails compilations: People falling, hitting poles, cars driving off
• Parody versions: Dancing next to lawn mowers, shopping carts, wheelchairs
• “Florida Man” jokes: Escalating absurdity (dancing with alligators, etc.)

The challenge became a referendum on influencer culture’s stupidity—people risking death for 15 seconds of attention.

Legacy

The In My Feelings Challenge previewed TikTok-era risk-chasing: Benadryl Challenge (2020), Milk Crate Challenge (2021), and platform moderation struggles around dangerous viral trends.

It also cemented Drake’s social media dominance—his ability to generate viral moments on demand (“Hotline Bling” dance 2015, “Toosie Slide” TikTok integration 2020).

The challenge remains a case study in viral content’s dark side: community-building vs. reckless endangerment, algorithmic amplification of harmful behavior, and the influencer economy’s perverse incentives.

Sources

• The New York Times “The ‘In My Feelings’ Challenge Is Stupid and Dangerous” (July 2018)
• Billboard “‘In My Feelings’ Chart Dominance” (August 2018)
• NPR “Why Do People Do Dangerous Viral Challenges?” (July 2018)