A Shift in the Marketing Paradigm

Creating an advertisement or marketing campaign was once a painstaking process involving numerous steps: brainstorming ideas, securing funding, exploring creative avenues, finalizing designs, obtaining legal approvals, purchasing media space, and executing the campaign—often taking months.

However, this reality transformed dramatically on a Super Bowl Sunday in 2013.

The Baltimore Ravens faced off against the San Francisco 49ers in a highly anticipated matchup. But an unforeseen power outage cast the New Orleans Superdome into darkness, creating a unique opportunity for brands. Oreo cookies made their entrance.

The agency 360i, responsible for this brilliant move, seized the moment with remarkable agility. In the midst of the blackout, they crafted a simple yet brilliant 30-second ad featuring a lone Oreo cookie with the tagline, "You can still dunk in the dark."

I remember attending a Super Bowl gathering where the room erupted in astonishment as the commercial aired. How did they pull that off?

The ad broke through conventional advertising norms, showcasing not just creativity but also the incredible speed of execution. It wasn’t a meticulously planned campaign; it was marketing that resonated with the pulse of culture. This ad went beyond television, becoming a viral sensation on social media and the company’s most tweeted content ever. It exemplified the power of real-time marketing.

A New Era of Marketing

This Oreo ad marked a significant turning point in marketing history for two main reasons. Firstly, it exemplified real-time relevance. Rather than merely reacting to the power outage, the ad embraced the moment, illustrating that speed, adaptability, and relevance are now the foundations of modern marketing, rather than lengthy annual plans. This may seem commonplace now, but it was a groundbreaking approach at the time.

Secondly, the ad tapped into a shared cultural experience. The Super Bowl is more than just a sporting event; it is a cultural touchstone that unites diverse audiences. By acknowledging the power outage, Oreo inserted itself into the narrative, igniting conversations not just among football fans but across all social media platforms. This was not merely an advertisement; it was a collective moment of joy.

Oreo’s clever response to an unexpected situation marked the dawn of a new marketing era.

Meme Marketing Takes Center Stage

The "Dunk in the Dark" campaign sparked a transformation within the marketing industry. It signified the birth of an era where brands could no longer rely solely on traditional campaign timelines. Marketers were inspired to think quickly, embracing the spontaneity that the digital age demands and engaging audiences in real-time.

By 2019, Pepsi asserted that the conventional concept of "brand" had been replaced by "culture" in marketing. They claimed that grand, multi-year campaigns were outdated, emphasizing the importance of remaining culturally relevant in the moment. Speed became essential.

This mindset has been widely adopted by major brands, particularly those targeting younger demographics. For instance, Ikea capitalized on a trending meme featuring U.S. presidential candidate Bernie Sanders, showcasing the necessity for brands to be timely and connect with current cultural moments.

The Meme-Driven Landscape

At a recent Gen Z conference, I listened to young individuals share their aspirations, values, and expectations for businesses. One recurring theme emerged: only the present matters. For them, relevance is defined by "today," or perhaps just a few hours.

Consider TikTok, where success hinges on capturing the meme of the moment. This demands exceptional agility. The days of pitching ideas to an agency and awaiting a month for execution are long gone; by the time a request is drafted, the opportunity may have vanished.

Gen Z wields substantial influence over culture, music, fashion, and business, propelling us into a marketing landscape where timely engagement is crucial.

Examples of Meme Marketing Success

Here are five companies that excel in the realm of meme marketing:

1. Slim Jim: Known for its humorous memes and sharp comments on popular meme pages, Slim Jim’s Instagram presence stands out.
2. McDonald's: While traditionally recognized for its TV commercials, McDonald's successfully engaged in meme marketing, particularly with its Grmiace Shake meme.
3. Netflix: With a reputation for creating exceptional content, Netflix regularly shares memes that resonate with its audience while promoting current shows.
4. Moon Pie: This quirky Southern snack cake brand maintains an active and relevant social media presence, often delivering perfect comedic roasts.
5. Wendy's: Renowned for its witty Twitter exchanges, Wendy's has effectively engaged with its audience through clever memes.

These brands have leveraged memes to connect with their audiences and remain relevant in a fast-paced digital environment. By staying attuned to cultural trends and generating relatable content, they have successfully increased their social media presence and engagement.

The Future of Meme Marketing

Meme marketing is not just a fleeting trend; it is becoming increasingly vital. For those feeling unprepared for this shift, it is essential to recognize its implications for marketing strategies.

1. Legal Approval: Traditional marketing campaigns often involve lengthy legal approval processes. However, as discussed on The Marketing Companion podcast, brands like Duolingo achieve social media content approvals in less than two hours, highlighting the importance of alignment between marketing and legal teams to seize timely opportunities.
2. Leadership: Understanding the nuances of platforms like TikTok can be daunting, even for seasoned marketers. As noted in the podcast, the future of marketing will increasingly unfold within communities of young people, necessitating an organizational shift to empower the youth who understand these spaces best.
3. Measurement: In a world focused on rapid cultural reactions, measuring success presents a challenge. The fast-paced nature of meme marketing often leaves little time for analysis or planning. This reality may pose significant challenges for brand participation moving forward.

The need for speed in marketing is undeniable. Brands must cultivate a culture that embraces this fast-paced environment.

Thank you for taking the time to read this! For more insights like these, explore my articles on the highly regarded {grow} blog, listen to my Marketing Companion podcast, or visit my keynote speaking page. Connect with me on Twitter at @markwschaefer, follow my adventures on Instagram, and check out my RISE community for more resources.

Illustration by MidJourney