The #MannequinChallenge Phenomenon

 

If you’ve managed to not see a #mannequinchallenge yet, you are either one of those people who actively shun social media and modern technology in general, or you’ve just been rescued from a few months at sea in which case, welcome back.

Just to bring you up to speed, a #mannequinchallenge is a video wherein everyone involved remains perfectly still, preferably in an active or dynamic pose, while the videographer wanders through, all done to Rae Sremmond’s now ubiquitous song “Black Beatles” (and if that pairing wasn’t a deliberate act of marketing genius Rae is a very lucky man).

It is the modern day version of the tableau vivant (which means literally, living pictures and was a genre that peaked in popularity between 1830 and 1920. It brought together stage art and theatrical presentations with more static visual art forms like painting and later photography. Though they were popular in the Victorian age appearing as part of Nativity plays, they later took on more risqué nude and semi-nude poses plastiques, enthusiastically explored in the early 19th century in the Ziegfield Follies revues.

Now we have the #mannequinchallenge which combines the living tableau with cell phones and suddenly we’re seeing them popping up everywhere, from marketing conferences like the one I captured at iMedia’s Agency Summit in Scottsdale, Arizona (above) recently, to more exotic locations like the FARC’s #mannequinchallenge reported here.

Like the photobooth craze that swept through events and quickly became a staple at any large gathering of people from parties and weddings, to trade show booths and conference receptions, the mannequin challenge is at the convergence of trends that brings a whole new way of merging photography, videography, selfies and a passion for social sharing into events.

It’s as much fun at home as it is out, though you may want to keep your pets out of the frame.

There are lots of ways brands and corporations can work this trend into their events and promos to help further their marketing goals, or just give their employees something to have fun with and share.

It doesn’t require much in the way of tech. You can get it done on a phone (and as a professional photographer I hate saying that). The biggest challenge you’ll face is keeping everyone still. A practice run wouldn’t hurt and reminding people to not move their eyes or drop their arms is a good idea. It also helps to close off the room and not let anyone in once it’s begun if you are doing this in a large conference ballroom or office space.

Of course, it may not always be a good idea to put one on (gunfight anyone?), but I suspect we’ll be seeing a lot more of these over the holidays as that other staple of the season – frequent parties and heavy drinking – brings renewed strength to the trend.