Slim fast doesn’t look so trim when it’s afloat in a sea of meme-garbage
When a brand get’s swept up in the cross talk of Twitter, it’s a safe bet that relevancy is going overboard (overboard like my metaphors?). It’s just a hunch, but this kind of strategy might work better with a niche meme that’s specific to a certain region or fanbase.
#onmymind, #icouldusea, #phillytechweek, #etc.
News becomes noise very quickly on Twitter
Once a meme really becomes ubiquitous, you cross a threshold for most user’s tolerance to content. Rather than of creating the top tweet in a stream of adoring wedding watchers, the Slim Fast ad instead wound up sandwiched between jeers and spam.
The big winner of #royalwedding was Mashable, which picked up the sub-meme of frowning girl and took it viral. Ironically, the apathy and bemusement of the average twitter user was a much better wave to ride than the a no holds barred hashtag. Moreover, the biggerest winner was Jack Dor$ey.
Read this TechCrunch article for more info.