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News Now

CU System
CU's 'Harlem Shake' Video Hits Intended Audience
WICHITA, Kan. (4/29/13)--A credit union's video of folks in the lobby getting down and doing the "Harlem Shake" is hitting its intended audience and has attracted the attention of local media as well as 2,446 (as of Friday) YouTube viewers.

Credit Union of America, a $502.1 million asset Wichita, Kan., in what a local reporter called a "decidedly un-credit-union-like video," is targeting a young adult audience, roughly teens to early 30s, Glenda Burkett, vice president of marketing and business development at CUA, told Wichita Business Journal Online (April 25).

The "Harlem Shake" refers to an electronica song that became an Internet hit when groups of people began gathering in strange costumes and videotaping their group dancing to the song, then posting their videos online.

The video features people in a CUA lobby, who hear the music and start dancing. The video of their dancing is interspersed with short messages--information from the credit union's annual meeting in March--set to Musack elevator music.  The video appeals to the younger set, who get a kick out of the extreme and the absurd, said Burkett.  

The video was the brainchild of CUA Marketing Specialist Amanda Gish. Production costs were minimal. The dancers were CUA staff and board members who provided their own costumes, the studio was a branch lobby,  and Burkett was behind the video camera.  Cox Communications helped with editing the video. The credit union spent $5,000 by giving out $10 iTunes cards to the video's first 500 viewers.

To view the video, use the link.
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