Years after the internet gave birth to ‘viral’ marketing, the industry is experiencing the early stages of a cultural shift: the use of memes to push commercial interests. Memes, ideas or behaviors that spread from person to person in a social environment, are now being communicated mostly through the media and the internet. The impact is significant to consumers, whether consumers are aware if it or not.
Traditionally, scary themes would make an appearance around Halloween. And yet, now, these prominent memes no longer resurface just for Trick or Treat. Vampires of both the horrific and harmless variety have become increasingly prevalent subject matter in books, television, and film, spawning a ‘vampire mania’ and creating numerous successful media franchises. Borders Books, although closed, had an entire section dedicated to “Teen Paranormal Romance.” TV shows such as AMC’s The Walking Dead capitalize on society’s fascination with the idea of a zombie apocalypse. This premise is so powerful that it has fueled an entire segment of the film industry for nearly 50 years following 1968’s Night of the Living Dead. Fear of the supernatural, the mysterious, and the macabre is an experience shared by all people, making these subjects appealing and easily relatable for audiences. Leveraging this idea, publishers and studios become wildly successful as these series garner remarkable followings.
Not every meme needs to become incredibly popular to achieve some commercial success. Meme creation and promotion is geared to many of the same goals as viral marketing, meaning that often times, a meme may only create a small but very solid following, which can constitute effective internet marketing in certain niches.
So as All Hallow’s Eve approaches, consider how effectively many businesses utilize memes in marketing. Campaigns built upon these ideas work because they are tuned to experiences that are shared by users. Make a connection with these touchstones and tap deeper into a market. And watch out for zombies!