Did I mention that I’ve been in Ireland lately? Well, I know it’s the beginning of a long work week, but check out the Irish hand dance video which now has more than 2 million views.
It was composed by Irish dancers Peter Harding and Suzanne Cleary, who are known collectively as Up and Over It.
According to Patrick O’Shea, a staff writer for IrishCentral.com, Harding and Cleary have toured with Riverdance before, but they have never enjoyed the exposure that Up and Over It is now getting through their hand dancing video on YouTube.
To create this video, they sent five days working with film director Johnny Reed, rehearsed another five days, and then set the hand dancing to electro beat song “We No Speak Americano.” Then it took two hours to film, although the final video is only 2 minutes and 20 seconds long.
The duo say they are “reinventing Irish dance, dancing to electro pop music, wearing more fashionable clothes.” And they have just started to connect and recently performed at London Fashion Week. They plan to tour in the near future.
What can marketers on this side of the pond learn from this viral video?
Apparently, Irish dancers learn their dance steps with their hands, usually beating on their laps or chests. So, “We No Speak Americano ft. Cleary & Harding” just takes what is normally hidden and puts it on display.
George Wright did something similar when he created Will It Blend? for Blendtec. As David Meerman Scott says, the original idea for Blendtec’s YouTube videos came from the company’s research and development lab where staff was blending 2X4s to test the company’s Total Blender.
Video marketing case studies with David Meerman Scott and Greg Jarboe
Oh, and it’s worth mentioning that the Will It Blend? channel on YouTube now has more than 137.5 million views — and increased sales of Blendtec’s Total Blender by 700 percent.
Who knew that a training technique or product demo could be so compelling?