Viral Freeze Challenge
Mannequin Challenge (October-December 2016) - people freezing in place while camera pans through scene - became fall 2016’s viral sensation with Hillary Clinton, Beyoncé, and millions participating.
Origin: Jacksonville, Florida high schoolers (October 27, 2016); Edward H. White High School students posted first video
Format: Freeze mid-action, camera steadicam pans through frozen scene, “Black Beatles” by Rae Sremmurd plays
Black Beatles: Rae Sremmurd’s song became synonymous; mannequin challenges drove song to #1
Celebrity participation: Hillary Clinton campaign, Beyoncé pregnancy announcement, sports teams, Adele concert
Creative executions: Elaborate scenarios, special effects, hundreds of people, movie-quality productions
Peak: November 2016; election week; everyone from schools to offices to celebrities participating
Michelle Obama: White House mannequin challenge with LeBron James, Cavs; presidential seal of mainstream
Decline: January 2017; oversaturation; next viral challenge (usually) emerging
Legacy: Template for future viral challenges; showed challenge format’s viral potential
Mannequin Challenge demonstrates 2016’s viral challenge peak - simplicity, celebrity participation, perfect song choice creating global phenomenon.