July 16, 2012
While all memes are not created equally, marketers might want to consider riding the comet trail of memes with a high MQ, yes, MemeQuotient. The quant jocks at HelpsGood have determined a highly scientific formula to calculate the MQ for a piece of content:HelpsGood has been helping the Ad Council implement the social media strategy for the Smokey Bear campaign for the past couple years across a myriad of established and merging social channels. His wildfire prevention message is a serious one since 9 out of 10 wildfires are caused by humans (as opposed to lightning and other natural causes). Especially given a very active wildfire season in 2011 and 2012, getting the word out about wildfire prevention to all age ranges is key. With respect to content, we’ve deployed a mix of curated content as well as developed a good deal of original content. Much of this has been micro-content that took little time to create but had a big impact, with some of the most successful content being meme-related. Here are some of the memes and Smokey’s version of them: I’m on a Boat http://bit.ly/SCL9qE Smokey’s version http://on.fb.me/SCL3zd Kayne West, Kanye East http://bit.ly/SCKSUG Smokey’s version http://on.fb.me/SCKOUP Texts From Hillary http://bit.ly/SCM8XW Smokey’s version http://bit.ly/SCM8XW Sh*t Girls Say http://bit.ly/SCMMVd Smokey’s version http://www.youtube.com/watch?v=BIGvdb9J1UU What People Think I Do, What I Really Do http://bit.ly/SCMUnD Smokey’s version http://on.fb.me/SCNe5K All of this meme-related content has garnered some of Smokey’s highest interaction rates and shares. Yes, Smokey has a very high MQ. It’s also interesting to note that much of it is just repackaged campaign assets from Smokey’s vault, assets that were originally developed for other media platforms. This helps alleviate any concerns about having to churn out or make big content investments. These memes have also helped Smokey maintain cultural relevancy, participate in social conversations, and spread his wildfire prevention message in a variety of formats, all while maintaining his integrity as an American icon– he’s a senior citizen now and celebrates his 68th Birthday August, 9th. Not every brand can be this free due to institutional constraints or legal restrictions. But if ever there was an opportunity to challenge your brand’s norm, it’s now. There are ample case studies of brands who’ve co-opted a YouTube star’s fame or tried their hand at ‘going viral’ in order to make their brand culturally relevant in a media landscape. Piggybacking on a meme is a lo-fi way to dip your toe into the conversation of the now. And Smokey’s got big toes. This week we just launched a new Smokey piece [http://bit.ly/SCNSjW] inspired by the Minimalist Pixel Art meme http://bit.ly/SCNNwx. We’re looking forward to seeing how the audience embraces it. If you need help tracking down the latest in instant Internet gratification take a look at the latest memes added to KnowYourMeme.com.