The Merriam-Webster definition of a meme is an idea, behavior, style, or usage that spreads from person to person within a culture. The meme has a harried history since its controversial introduction by evolutionary biologist Richard Dawkins, but at the end of the day, a meme is merely a unit of cultural transmission. Justin Timberlake’s recurring “Bring It On Down To FILL IN THE BLANK Ville” is a meme, mosh pits are a meme, and of course, things that go “viral” online are memes.

Here’s a favorite-of-the-day from Meme Generator.

Memes elicit a reaction from their viewers. They are wildly funny, topical, outrageous, but most important, adaptable. The Saturday Night Live skit with Justin Timberlake endures because you can stick any noun into the verse—Bring It On Down To Liquorville, Bring It On Down To Plasticville, Bring It On Down To Omeletteville, etc. Successful “viral campaigns” or memes arise from something that can be adapted organically. And, of course, the content has to connect with the audience. So, how do we capitalize on this unit to transmit the messages we want consumers to hear?  

There are a number of ways to capitalize on this phenomenon. For one, brands can join in the fun, adding their own message to an established meme. In March, Hillary Clinton jumped on her own bandwagon when she participated in the Texts from Hillary meme with great success. Alternately, a brand can create new content in hopes of achieving meme status. Think about the hilarious commercials that pop up on YouTube, like Old Spice’s The Man Your Man Could Smell Like campaign. And last, a brand can exploit user-generated memes about the brand itself. Pushing a user-generated, branded meme through branded channels lends credibility to the meme and may increase its viability.

Marketers can do “everything they are supposed to” in search of the elusive meme street cred, but we can never guarantee our blood, sweat, and tears will result in a meme and the benefits it can bestow on a brand. It sure is fun to try, though! Just Google “meme generator” and give it a whirl.