I remember it as a goofy way to give someone the goosebumps when I was little. There are tons of variations that involve touching someone's back and neck. Most end with "cool breeze" (blow on the back of someone's neck) and then "tight squeeze" (squeeze the back of the other person's neck) and they will get the shivers. It works every time. It fits the meme template. And now you know why this is a dumb meme. :)