190 THE POWER OF VISUAL STORYTELLING Real-Time Marketing Examples, continued http://www.youtube.com/watch?v=Bpy75q Ekaterina participated in Intel’s version 16 2DDow. of the Harlem Shake performed by Intel 6. Latest craze, such as a viral YouTube employees near Intel’s Santa Clara campus. It video. When it comes to responding to viral was an off-the-cuff idea by Intel employees crazes, you really want to be among the first who brought funny costumes to campus to to add your own interpretation and not the re-create their own fun version of the original hundredth. Because relevancy has a deadline. video. Not only did it facilitate team build- But there have been some inspired responses, ing and make for a fun-filled lunch hour but such as Sony’s Cloudy with a Chance of also, much to the team’s pleasant surprise, Meatballs 2 viral trailer version of the Harlem the video received over 120,000 organic Shake, an Internet meme featuring a 30-sec- views. The video not only showed the cre- ond dance, in which one person dances wildly ativity of socially savvy Intel employees but it unnoticed in a crowd until the bass drops and also allowed customers a glimpse inside the everyone else starts to dance, dressed in crazy culture of a technology giant. You can watch outfits. Thousands of versions of the Harlem Harlem Shake (Intel Edition) video here: http:// Shake were uploaded in early 2013, including www.youtube.com/watch?v=tjXxzvvGyyc. ones by the Norwegian Army, football players from Manchester City, and the staff of The Daily Show. It is important to remember that some of the best off-the-cuff pho- tos and videos take preparation. Responding to a sporting event or to the Academy Awards can be preplanned (you know the day it will happen, and you can have several alternatives lined up ready to go whatever the outcome), but true real-time response requires you to develop the right internal infrastructure as well as a strong muscle memory. RTM is all about internal empowerment and practice. Many brands have tried to emulate Oreo’s successful Super Bowl tweet, but it was no “happy accident” or lucky event that can be copied