Getting Into The Meme Game:
Brands need to keep in mind that memes work when people actually understand what it means. They need to use the language that the millennials are familiar with. However, if you try too hard to be cool it can be off-putting. They also need to make sure that they don’t take themselves seriously. Memes work because of their humour, they are bound to be silly and ridiculous. Only then will it resonate with the audience. While keeping the language in mind, the looming terror of people not understanding still prevails but memes are crafted for the niche audience who understand it. Memes work when they are sizzling hot. No one wants to see a meme that has lost its spice. Meme culture is like the local train, you need to catch it fast or wait for the next one.
The sixth season of Game of Thrones was successfully turned into a meme campaign by a number of major brands. The luxury brand Gucci also took the meme train to engage its audience, but it was subjected to criticism as some people felt that it was in bad taste, keeping the brand’s personality in mind while others thought it was an amazing move and showed a quirky side of the brand.
One fundamental thing that brands need to keep in mind is that memes are only for generating engagement, they cannot be a substitute to quality content.