The Harlem Shake internet meme took off in early February 2012. The meme featured videos lasting about 30 seconds and feature part of the 2012 song "Harlem Shake" by electronic musician Baauer. The videos all start with one person dancing, while those around them go about their business. The video then cuts and suddenly the screen is filled with people in crazy costumes dancing. The videos end with a drop to slow motion.
The Supernatural version, which was dubbed the "Supernatural Shake," was [the brainchild of Jensen Ackles. According to director Guy Bee "He showed me samples of others and we agreed that day we had all the elements to do it!" According to Jensen at his Las Vegas Meet and Greet, the B camera crew, including "Rosie" (Brian Rose) were laughing at their phones and when Jensen asked what they were looking at, they showed him some of the YouTube versions. He thought it was funny too and agreed to ask Guy about doing a Supernatural one.
The video was shot on February, but wasn't posted online until 6 March due to the necessity to get clearance from Warner Bros., who produce Supernatural. Jensen said that Peter Roth, chief executive of Warner Bros. Television, told him that he uses the "Eye of the Tiger" video to convince executive boards about the new ways shows can connect with their audiences.
The video garnered two million views in the first 48 hours. A little over two weeks later it had over six million views.