It isn’t easy to overshadow the Super Bowl, but in 2015, that’s exactly what happened. Katy Perry’s halftime performance went viral because one of her backup dancers (now famously known as Left Shark) danced to the beat of their own drum — literally.
Out of the dozens of dancers on stage in beachy costumes, Left Shark stole the show with dance moves that weren’t just out of sync — they were on a different planet. It turned out that Left Shark, a.k.a. Bryan Gaw, performed his goofy moves on purpose as part of his freestyle choreography.
In a lot of ways, building a successful marketing strategy is the same. You certainly have the option of going with the flow of what everyone else is doing, but what you really need are Left Shark moves — standout tactics that generate meaningful impressions.