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#CraigItUp is a hashtag used to mock the creative director of Criterion Games Craig Sullivan’s design of the Need for Speed video games series. Commentary typically employs the use of 420 MLG Montages, glitch & bug videos, image macros and general negativity towards the games.
On March 19th, 2014, YouTuber Underground3 uploaded a video in which Craig Sullivan utters the phrase “drifting at a 150 MPH laughing your ass off going around a corner” during an interview when asked where Need for Speed is headed in the future. The same day, YouTuber Underground3 uploaded a video titled “#Craigitup.avi” with several edited clips featuring Sullivan holding a copy of the game Need for Speed Rivals, an animated bottle of Mountain Dew and raining “speedpoint” Need for Speed game currency.
On April 13th, 2014, YouTuber BlackPanthaa uploaded a video encouraging his 7000+ subscribers to submit videos mocking Craig Sullivan and Need for Speed Rivals, with #CraigItUp included in their titles. Many of the videos were added to the CraigList and #CraigItUp YouTube playlists.
Electronic Arts Announces No Need For Speed Game in 2014
After almost two months of the #CraigItUp YouTube campaign, on May 6, 2014, Electronic Arts announced it will not release a Need For Speed game in 2014, giving Ghost Games an extra year to develop the next game in the Need For Speed series and making it the first year a Need For Speed game will not be released since 2001.
The considered “prequel” of #CraigItUp, followed by actual #CraigItUp videos.