Consumer Behaviour

United Breaks Guitar

Submitted to:
Mr. Arun Sharma

Group: 8
Division: CB-A
Ridhima Dutta, C017

Anshu Jain, C025

Rajsantosi Mohapatra, C041

Archit Chitransh, H009

Snehil Dagur, H010

Ashutosh Singh, H055

Apoorva Somani, H058

Why do certain videos get viral and others don’t?
1. Complete Unexpectedness
When the video brings an element of surprise at the end, the video becomes more
memorable as the video ends on a high.

2. Emotion
Emotions are the easiest way that connects people to each other. If the video is high on
emotional content it is more likely to get shared.

3. Tastemakers
Influential people who introduce other people to interesting things/ new things also aid in
bringing these videos to limelight, as people don’t question the ideas of those that they look
upon. (5th principle of Influence: Authority)

4. Social proof
When a particular video is being shared by a lot of people, the domino effect starts and it
is shared by millions of others when people see others who are like them sharing the video.

What is Harlem Shake and why did it get viral?

Usually, a video begins with one person (often helmeted or masked) dancing to the song alone
for 15 seconds, surrounded by other people seemingly unaware. When the bass drops, the video
cuts to the entire group dancing for the rest of the video. Additionally, in the second half of the
video, people often wear either a minimum of clothes or outlandish outfits or costumes while
wielding strange props. Typically, but not always, the video will end by converting to slow
motion on the feline growl.
This success of the videos was in part attributed to the anticipation of the breakout moment and
short length, making them very accessible to watch. The Washington Post explained the
meme's instant virality by referring to the jump cuts, hypnotic beat, quick setups, and half
minute routines.
The Harlem Shake is technically very easy for fans to reproduce, as it consists of a single locked
camera shot and one jump cut. Nonetheless, the simplicity of the concept allows fans
considerable scope in creating their own distinctive variant and making their mark, while
retaining the basic elements.

What made United Guitars Video Viral?

The video went viral because what United Airlines did to Dave was brought in light with
millions though social media. United determined the audience to be Dave Carroll, and
contacted him privately to resolve the issue. In reality, the audience is all of United Airlines’
customers, most of whom have experienced some frustration with the airline. The video could
connect with the normal customers of United Airlines and their negligence towards the service.
Also the video was simple, credible and emotional for its viewers. The video was driven by a
story which helped the viewers to understand it and correlate to it.
Similarity between United Guitars and Harlem Shake
Both the United Breaks Guitar video as well as the Harlem Shake created overnight stars. Just
like Dave Caroll, Harry Bauer Rodrigues known better by his stage name Baauer, the creator
of the Harlem Shake song saw his career skyrocket after the video. Dave Caroll appeared as
guest on multiple TV shows and offline events while Baauer received the multiple awards for
Harlem Shake. He also composed the music for the second season of the Marvel Netflix Show
Iron Fist. Another important point of parity between the two videos is how much marketing
department had to be involved. However, the response of United Airline's Marketing & PR
Department was dismal but in the case of Harlem Shake, the marketing department of multiple
companies like Pepsi, Google etc jumped at the prospect to create a video which was getting
so viral.
From a psychological stand point, we can see how both the videos transformed individuals as
authorities in specific fields. Caroll was seen as an expert on customer satisfaction while Baauer
was seen as an authority on music which they might not have been prior to the videos. Thus,
this principle of influence is quite evident in both the cases.