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Brief Published: 13 Mar 2012

Virgin Media Taps Memes


As we highlighted in our Meme Culture: We Lovz It! report, internet memes (content spread virally over the web) can offer brands a surprisingly influential way to target consumers. Virgin Media’s latest advertising campaign uses a popular meme to sell its TV package in the UK.

The Success Kid meme – a simple image of a child pulling a “Right on!” expression – went viral a few years ago after internet forum users began using it to illustrate humorous concepts. Virgin Media tapped into this by using the child’s ‘success face’ in billboard and TV ads, suggesting his approval of the service his parents are receiving from Virgin Media.

Anonymity plays an important role for meme creators, making it difficult for brands to use existing memes. Virgin’s endeavour has since sparked an internet conversation about copyright, and the meme’s potential within advertising and marketing.

Virgin Media