How a Black dating app teamed up with Shaq’s ad agency to create the viral #VaxThatThangUp video

How a Black dating app teamed up with Shaq’s ad agency to create the viral #VaxThatThangUp video

Since its release last Tuesday, the pro-vaccine anthem #VaxThatThangUp, a remix to rapper Juvenile’s ’90s hit “Back That Thang Up,” has garnered nearly 3 million views on YouTube and widespread attention on social media as the nation aims to recover from the Covid-19 pandemic.

The viral video, that serves as a commercial for the BLK dating app, came about from some very unlikely partnerships: The White House, Shaquille O’Neal’s ad agency Majority and BLK, a dating app that is trying to establish itself as the destination of choice for Black singles.

“People are talking. And that’s the big thing, that communication about vaccination. If you get it you get it, if you don’t you don’t, it’s your body. But at least like make an informed choice. That’s what we want people to do, get some kind of education around it,” Jonathan Kirkland, head of marketing at BLK, told CNBC. BLK is a subsidiary of Match Group, the parent company of Tinder.

“We were actually working with them on a different campaign,” Kirkland said. “They just had this random idea about #vaxthatthangup. We looked at it, I think they just left it there for shock value.”

“These are the ideas we bring to meetings to show clients that we are unafraid. Continue reading