We created a hashtag challenge inspired by the song “The Macarena” (which sort of sounds like Michelina’s, get it?). To drive cultural relevance, we created a new, doesn’t-take-itself-too-seriously version of the song, with a music producer who lives on TikTok.
Then we partnered with a choreographer who’d created previous TikTok dance sensations. Her reimagined “Macarena” was perfect for an always-online generation. The challenge was seeded by a handful creators who encouraged their followers to join in on the fun.