The document discusses the concept and examples of memes in advertising, showcasing various brands that successfully incorporated humor and contemporary culture into their marketing strategies. Examples include Coca-Cola's interactive ad in Hong Kong, Oreo's 'Daily Twist' campaign, and Kia's hamster-themed commercial. The text emphasizes how brands effectively engage consumers by relating to current events and trends, often inviting user participation.

1. HBR ARTICLE

2. - SER MEDIA GROUP

4. A meme is an image, video, piece
of text, etc., typically humorous in
nature, that is copied and spread
rapidly by Internet users, often
with slight variations.
What is MEME ?

5. EXAMPLE—
Advertising creatives have always
known the power of memes, even
if they didn’t always use the term.
The ads of Wonderful Pistachios
include memes, such as YouTube’s
infamous Honey Badger and Secret Service
agents partying with prostitutes.

7. OTHER EXAMPLES —
Virgin Media used the
“Success Kid” meme
on a billboard to help advertise
their HD channel offerings in the
U.K. both incorporating the meme
as it relates to a recent product
launch of the brand.

9. EXAMPLE—
COCA COLA CHINA
Coca-Cola China’s TV ad for the Hong
Kong market invited viewers to use their
smart-phones to “chok” bottle
caps flying across their TV screens. A well-
timed waggle of the phone would catch a cap
on the phone’s screen, earning points (to be
redeemed later for sweepstakes entries).

10. EXAMPLE—
OREO cookies
Nabisco’s “daily Twist” campaign for
Oreo cookies is an example of getting it right.
In honour of its centennial, the brand
launched a 100-day series of cookie
designs pegged to each day’s news. It
invited people to nominate news
pegs every morning and to vote later in the
day for their favourite designs. In the
meantime, highly talented designers cooked
up the creamy execution.

12. OTHER EXAMPLE—
(in INDIA)
I would like to call it a very innovative
brand strategy. The youngistan ad which
came to be known as the ‘Pepsi The Game’
was also a huge success. It was a free online
contest. It showcased two bollywood
stars- Sanjay Dutt and Ranbir Kapoor.

14. EXAMPLE—
KIA MOTORS AMERICA
In March 2009, Kia Motors America
aired a fun little ad for its Soul model car.
To evoke the drab mindlessness of the typical
daily commute, it showed roads filled
with hamster wheels.
When a Soul drove up alongside one and its
window slid down, the hamsters in the car,
chilling to their hip tunes, showed everyone “a
new way to roll.”

16. OTHER EXAMPLE—
(in INDIA) FANTA INDIA
Coca Cola India had released a new
campaign for its orange flavoured soft
drink Fanta. The brand is trying to position
Fanta as the drink for the '4 pm snack time'
through a commercial conceptualised by
Ogilvy & Mather.
The film has a jingle 'Snack-time,
Fanta-time' to reiterate its
positioning.

19. EXAMPLE—
Persuading people is what
advertising is designed to do. This is
what British retailing giant Marks and
Spencer is doing in its “shwopping” (a
conflation of “shopping” and “swapping”)
campaign, which suggests that before you rush
out to buy the latest fashion, you choose
something from your closet to recycle.

21. Oxfam and M&S launched Shwopping in
April 2012, a new idea that makes it even
easier to give your unwanted clothes
a second life.

22. OTHER EXAMPLE—
(in INDIA) BIG BAZAAR

23. Introduced on 12 February 2009, 'The Great
Exchange Offer' allows customers to
exchange their old goods for Big Bazaar
coupons. The coupons can be redeemed later
for buying brand new goods from Big Bazaar
outlets across the nation.

24. Shiksha began with P&G India’s research
which revealed education as the one cause
that consumers are most concerned about and
are looking for a simple way to contribute to.
The brands include Vicks, Ariel, Tide,
Whisper, Olay, Gillette, Ambipur,
Pampers, Pantene, Oral-B, Head &
Shoulders, Wella and Duracell.
OTHER EXAMPLE—
(in INDIA)

27. After the retailers Target and Neiman
Marcus teamed up on some merchandise,
they decided to advertise it on ABC’s
drama series Revenge. First they opted for a
“take-over” of the program, meaning that
every ad in the hour-long segment was theirs.
Then, to make the most of that sole
sponsorship, they hired the show’s cast to
perform in character in five long-form
commercials.
EXAMPLE—

29. OTHER EXAMPLE—
(in INDIA)

30. OTHER EXAMPLE—
(in INDIA)

31. "These slides were created by
NANDINI GUPTA, AKGEC Ghaziabad
as part of an internship done
under the guidance of
Prof. Sameer Mathur
(www.IIMInternship.com)"
NANDINI GUPTA