Meme riding briefing v1.0

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Meme riding briefing v1.0

  1. 1. www.lawtoncommsgroup.com<br />V1.0 June 2011<br />Look mum I’m meme riding!<br />Steve Sponder - Group Strategy Director – Lawton Communications Group <br />blog.stevesponder.com // @stevesponder<br />
  2. 2. News jacking is when brands contribute to something which has already captured people’s attention.<br />Now don't get me wrong I'm right behind the activity in fact I blogged about it in my 2009 post about social currency. <br />However, I've been using a different term, meme riding. Personally I don't like the term news jacking, let me explain why.<br />
  3. 3. First off it has connotations of hijacking which <br />is not the right mind-set to be in at all. <br />This is about joining a conversation, not hijacking it. <br />Would you attempt to hijack a conversation in a pub? No, of course you wouldn't.<br />
  4. 4. Secondly, I don't think ‘news’ is broad enough. <br />A meme is an idea, activity or information that is <br />gaining attention, they are conversations which are growing and getting louder. <br />Can the news media be the springboard or the <br />platform that helps them grow? Sure but that <br />doesn’t mean we should call it news-jacking, <br />because these memes don't have to come via <br />the news media. <br />
  5. 5. I think the reason this label is being used is partly because this activity is related to an existing PR tactic, but this meme riding opportunity is quite different and a new label is useful in order to make this point.<br />Some examples of meme riding…<br />
  6. 6. T Mobile – Flash Mob<br />Riding off the back of the growing flash mob trend, T-Mobile staged a flash mob in Liverpool Street Station as part of their ‘Life’s worth sharing’ campaign.<br />View Case Study Video<br />Image source: sostav.ru<br />
  7. 7. Converse – Domaination<br />This campaign uses search insights to inform which culturally relevant keywords to bid on. <br />Converse then create engaging content to capture peoples interest and imagination.<br />View Case Study Video<br />
  8. 8. Ann Summers – PPC Campaign<br />Ann Summers joined the conversation in their own unique way through-out 2010 by running a PPC campaign, bidding on high-traffic, topical keywords such as Election 2010, Snow 2010 and Budget 2010.<br />View Case Study Video<br />
  9. 9. B&Q – PPC Campaign<br />When searches for England wicketkeeper Matt Prior increased on Google because he was reprimanded by ICC for smashing a dressing room window, B&Q took the opportunity to join the conversation.<br />
  10. 10. Condomerie – Bingo<br />Condom specialist Condomeire rode the Chatroulette meme in their Bingo campaign. <br />View Case Study Video<br />
  11. 11. Lionsgate– ‘The Last Exorcism’ Film<br />Lionsgatealso rode the Chatroulette meme to advertise the release of their film ‘The Last Exorcism’.<br />View Case Study Video<br />
  12. 12. EA Games – Jesus Shot<br />Whilst playing Tiger Woods 08 a gamer was able to get Tiger to stand on top of a lake. After a video of this coding glitch started trending in YouTube, EA responded by staying there was no glitch and provided the video evidence that showed Tiger Woods walking on water.<br />View Case Study Video<br />
  13. 13. Blendtec – Will It Blend?<br />Blendtec creates videos of their founder Tom Dicksonblending gadgets. <br />They choose gadgets which have high profile launches and high levels of conversation around them. The blending of the iPad attracted over 10m views in YouTube.CaseStudy Video<br />
  14. 14. www.lawtoncommsgroup.com<br />V1.0 June 2011<br />Look mum I’m meme riding!<br />Steve Sponder - Group Strategy Director – Lawton Communications Group <br />blog.stevesponder.com // @stevesponder<br />

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