This document discusses several case studies of companies riding popular memes to promote their brands. It provides examples of T-Mobile staging a flash mob, Converse bidding on culturally relevant keywords, Ann Summers and B&Q joining conversations around trending topics on search engines, Condomerie and Lionsgate using Chatroulette to advertise, and EA Games and Blendtec responding to viral videos and trends online. The case studies show how these companies leveraged memes and cultural moments to engage audiences.