As fast and incredible as the human brain is, I’ve always noticed an interesting difference between the way I view video versus pictures.

Even the slightest bit of motion and my eyes seem to dart from here to there, watching what is changing, predicting what might be coming, creating expectations around what is changing and why it is.

A picture, on the other hand, is studied. Instead of seeing changes, I see detail. Instead of always being engaged in what might happen next, my mind can take a moment to imagine what it would have been like to be in that moment exactly as it is now.

That is why I’m a big fan of the #MannequinChallenge.

A Brief History
We’ve had a few of these trends before. For the most part, they’re a fun way to add a human face to your brand but nothing beyond that.

That was definitely the case with the Ice Bucket Challenge:

@VailResorts donates $25k to fighting #ALS with a huge #IceBucketChallenge! https://t.co/xHKoivVpew

— Keystone Resort (@KeystoneMtn) August 27, 2014

And, who could forget, the Harlem Shake:

Everybody knows that #Aspen likes to party, so we made a #HarlemShake video. http://t.co/TjzNt3I2

— Aspen Snowmass (@AspenSnowmass) February 18, 2013

But the latest trend is a little bit different.

It doesn’t have the philanthropic undertones of the Ice Bucket Challenge, but it does have something else going for it.

We had fun with our friends at Slopeside Pub and Grill taking on the #mannequinchallenge pic.twitter.com/Rz0Csj6yaU

— Blue Mountain Resort (@skibluemountain) November 9, 2016

It's not easy hanging more than a million sparkling lights for Holidays in the Highlands but someone has to do it! #MannequinChallenge pic.twitter.com/sqbOmOipXw

— Seven Springs (@7SpringsPA) November 8, 2016

In fact, it has three things going for it.

Fun
Like previous trends, it’s absolutely a fun way to add some personality to your brand.

Best of Both
But the format also combines the visual storyteliing strengths of video with the slow pace and chance to absorb details that come with still images. It keeps people engaged, but not overstimulated so they can enjoy unseen details of a previous 2D perspective.

Perfect Context
Most of all I love that there are no inherent rules about context. In other words, if you have something you want to show off like a new restaurant or upcoming event or whatever, it’s fair game. So far, I’ve seen zero push back on things that in other settings would be considered promotional.

That’s a solid combo.

It requires a little bit of planning, maybe a few takes, and a handful of willing participants, but it’s a perfect excuse to not just tell a story, but a marketing story in a way that’s likely to sink in a littler deeper than normal.

Probably worth at least a bit of discussion at your next marketing meeting.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.