Brands try to speak internet with young consumers in a way they understand, but sometimes that comes with disastrous or awkward results. Today, however, we highlight brands whose meme game is on point. Howbow dah?
While the right message can entertain or educate, using too many buzzwords like “bae” or a ton of emoji can have the opposite effect—instead of a brand that “gets them,” young consumers may see the post as a father desperately trying to impress his kids with bad jokes.
Denny’s Twitter game has been on fleek for quite some time now, and recently they tried their hand at a meme known as “zoom.” Users are directed to an area on a photo with tiny text that leads them to another area of the photo, and so on, until a joke or other message is revealed. In the case of Denny’s stack of pancakes, users are directed to three corners of the image before reading, “has this distracted you from overwhelming existential dread lol.” Well, apparently it did, because the Twitter post quickly blew up like a stack of hotcakes.
zoom in on the syrup pic.twitter.com/omRBupjrXq
— Denny's (@DennysDiner) March 1, 2017
Luxury brand Gucci is appealing to affluent millennials with the help of popular social media creators, using comparison memes like “me vs. the guy she says I shouldn’t worry about” and variations of “that feeling when” (TFW).
“Visual artists now create memes as a unique form of communication, seeding their ideas across the internet,” Gucci says on its website for the campaign. “To launch the new Le Marché des Merveilles collection of watches, Gucci commissioned international artists curated by [Italian designer] Alessandro Michele to develop original imagery. The images were then given to a new class of viral creators already famous on Twitter and Instagram to turn into new memes. The result is a curated collection of captioned art designed to help viewers express themselves online.”
— gucci (@gucci) March 20, 2017
#TFWGucci The new generation of future-forward Gulf creativity, @christto_andrew is a dynamic duo making eye-popping images from their studio in Doha, Qatar. Christto Sanz and Andrew Weir hail from Puerto Rico and South Africa, respectively, and came together in 2012 to collaborate on bold photography and moving images that challenge perceptions about the Middle East, blending traditional symbols with jewel-toned surrealism. For #TFWGucci, they introduce us to a mysterious fashionista who holds a flaming rose while she casually checks her #LeMarchédesMerveilles watch. In the words of the viral but never basic @beigecardigan, she’s just too fire to waste time. – Text by @newterritories Read more through link in bio.
Memes are popular because they convey a sense of understanding about certain situations, no matter how small. From awkward moments at school and pet ownership to relationships and politics, the world says it with a meme. Nickelodeon uses images from its TV lineup to convey ideas that young viewers can relate to, such as trying to sleep, misbehaving when the parents aren’t home and studying for school.
When you're the first one awake on Saturday morning pic.twitter.com/4SAY9AneTn
— Nickelodeon (@Nickelodeon) March 17, 2017
— Nickelodeon (@Nickelodeon) March 18, 2017
Sonic The Hedgehog
A recent newcomer to the meme trend is a variation of “what in tarnation.” The meme gained popularity with animals wearing cowboy hats, but quickly evolved beyond that idea to anything rhyming with the phrase. Sonic the Hedgehog got in on the fun with an image of character, Fang the Sniper—a thief and treasure hunter from the franchise.
When you're a jewel thief and really good at hide-and-seek. pic.twitter.com/ic1Zz9k8X8
— Sonic the Hedgehog (@sonic_hedgehog) February 28, 2017
Another meme surfaced when Sonic assumed the role of “salt bae.”
New South Wales (NSW) Police
Being in law enforcement or associated with the government is never easy, but especially not in this turbulent social climate. The New South Wales Police Department in Australia have found a way to connect with citizens in a fun way—through memes. From speeding tickets to pineapple on pizza, the NSW PD is giving its citizens a healthy dose of giggles alongside cautionary warnings and news updates.
In fact, a number of government offices have stepped up their social games to lighten the mood. The TSA has created its own Instagram account to share pictures of confiscated items, as well as answer questions about what is allowed in luggage. The posts help spread awareness of TSA safety rules, as well as assure the public that yes, they take away more dangerous items than bottled water. Sharing pictures of their service dogs doesn’t hurt morale, either. Awww, doggos.