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A new bizarre trend has exploded on social media, and we - like all of Gen-Z - are loving it!
Celebrity lookalike contests are being held in cities all over the world. The first contest was held in New York to find the best Timothee Chalamet lookalike, with contestants and watchers congregating in masses to vote for the winner. Chalamet himself even showed up, legitimising the contest and catapulting the concept into mainstream media. Organised by Youtuber Anthony Po, he posted hundreds of flyers anonymously around the city and was not expecting 10,000 people to show up and a $500 fine - we think it might be worth it, however.
We asked Gen-Z on Zoplo what they thought of this trend; unsurprisingly, 64% love it. The potential of rubbing shoulders with your favourite celebrity in a local park is exhilarating and has created a trend that Gen-Z cannot look away from. The response has been enormous, with TikTokers joking about holding their own lookalike contests. Print media is loving the trend, with the Guardian, CBS News, NBC News and Glamour UK all posting their own takes on the event. Broadcast media has also got involved, signifying the true virality of the event. The top video on TikTok has a whopping 17.4 million views and 2.5 million likes, with many others being close.
SNL parodied the event at the beginning of the month, earning 1.6 million likes on TikTok. Zoplo users were also quick to give their praise for the event, with users voting for the best lookalike - Timothee won by 80%, of course.
This trend reflects the random community-driven events that used to be organised on Facebook, the resurgence demonstrating the sense of need for community in Gen-Z, sprinkled with a little bit of satire. The return of silly events is in full swing, so what can you do to capitalise on this?
- Host your own event
Organise a lookalike contest/silly event with your community. This would create a viral moment associated with your brand, engaging existing customers and potentially creating new ones too. The association with your brand and this trend would be extremely positive, given Gen-Z’s reaction on Zoplo.
- Advertise themed promotions on social channels
This could include a themed/named celebrity product or a special discount if you look like a particular celebrity. Getting involved in the trend will create a positive brand identity with Gen-Z, prompting new customers.
- Social media campaign
Using TikTok and Instagram, create a contest to share viewers' best celebrity lookalike, with the best one winning a gift card/reward from your company. Have the users tag your brand, creating brand awareness. The incentive will encourage more people to make videos.
- Influencer collaboration
Associate your contest with influencers, making them the judges. By doing so, it reaches a larger audience of their fan base, as well as has the potential to be viewed by people’s favourite influencers.
- Community element
In your event/campaign, reinforce elements of community, whether through holding the event in a particular city, tying the event to a charity/fundraiser, or encouraging social media discussions. Doing so will build a more substantial brand presence, customer engagement and a positive brand identity.
Silly events are back and here to stay for the foreseeable future. Hop on the trend before it becomes saturated with brands. As a first mover, there is a huge opportunity to cement your brand as a pioneer of silly events. And hey, if you ever want to host a Michael Cera event, our CEO is a sure winner (don’t tell him I said that!).
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