But it’s not easy. If you don’t grasp it well, it can easily lead to self-defeation, like an elder forcing his way into a children’s playground, causing resentment. We reviewed cases such as McDonald's, Little Red Book, and "Honkai: Star Dome Railway" to study what is going on in the game, and also from the three perspectives of fitting the character, paying attention to the scale, and integrating with our own products and business. , which summarizes how to reduce the rollover rate and improve the input-output ratio.

In modern Internet life with extremely HE Tuber high density of memes, not understanding memes is like surfing the Internet without a surfboard, you can only look at the "foreign" and sigh. In this communication environment, understanding memes, playing memes, and creating memes have become compulsory courses in brand marketing.

A more common saying is that gags were originally which refers to funny words or actions, and later evolved into cross talk terms, such as "peng 哏" and Nowadays, it can generally refer to jokes with a "story", such as singing and dancing. , rap, basketball, a name will immediately pop up in your mind, and the memes can even directly refer to the funny points, such as homophonic memes.

Some well-known memes often become wildly popular in a short period of time, such as "Your mother called you home for dinner" in the early years, or "What grade is the same as mine", but they often come and go in a hurry. In a hurry, the motivation for playing this kind of meme is more to show that you keep up with society and be at the forefront of surfing.

Some memes are often circulated in the circle. The most typical ones are two-dimensional memes, which often come from animation or games. People in the small circle will understand them instantly, while non-readers or players will be confused. People who play this kind of memes will bring them more. Demonstrates a sense of belonging and pride in the group.

 popular memes and circle memes. British evolutionary biologist Richard Dawkins proposed the meme theory in his book "The Selfish Gene", defining memes as small cultural units that spread among people through constant copying and imitation. The more prolific a meme is, the more widely it can spread, and the greater its chance of survival.

It can be seen that meme is very close to the definition of meme in the Chinese world. That is to say, when the reproductive ability of a meme is strong enough, it will break through the circle and become popular. For example, many people are playing "Coach, I want to play basketball." ", "I became bald and became stronger", the original source is often unknown.

Whether it is for following the trend or demonstrating group identity, the reproductive ability of a meme often depends on three key factors: first, whether it is fun enough, second, whether it is easy to imitate, and third, whether it expresses social emotions.

It’s easy to understand why people make memes, but why should brands get involved?

The most direct benefit is to increase dissemination and reduce product promotion costs. When used properly, meme is like a hot topic, which is more likely to attract attention, cause spontaneous spread among netizens, and bring considerable traffic.

Let’s look at the game industry that knows how to handle young people best. MiHoYo’s new game “Honkai Impact: Star Rail” was officially released for public testing in May this year. It basically replicated the results of “Genshin Impact” when it was released, and it was ridiculed. The reason is "a small amount of games found in a large number of memes".

In the copywriting of "Honkai Impact: Star Dome Railway", you can see memes from traditional classics, such as "Don't have fun at home", and modern worker memes, such as "This is not a work group, please leave me alone." "Take it easy", "How can XX's life be easy"? There are also two-dimensional memes, such as Detective Conan and Kamen Rider. Due to the excessive intensity of memes and keeping up with current events, some UP owners even gave such a "warning" in the video:

These memes scattered in the game were dug out one by one by players and posted on site B. The related videos were played an astonishing amount. These spontaneous discussions and dissemination brought a lot of traffic and attention to the game.

In common impressions, the second dimension is a new world far away from the real world and a paradise for otakus and otakus. However, miHoYo has placed its expectations on expanding more mass players in the game "Honkai: Star Rail", which means that it needs to hit more people. This is why there are many characters in the game that are closely related to real society. The plot is one of the carriers of social emotions.

The second benefit of playing memes is to integrate with users , which is more obvious in circle memes.

Yili signed football star Benzema as its spokesperson last year, and its marketing and communication plan focuses on the popular meme among fans - "It's all Benzema's fault." This sentence originally came from fans' dissatisfaction with Benzema's performance on the court, but later evolved into a universal sentence used for ridicule. Benzema can be blamed for everything.

The animation produced by Yili starts from the story and uses the incident of Benzema winning the most important football award - the Golden Globe Award. It tells a story from a scapegoat to a Golden Globe winner, aiming to use Benzema to The love that is fearless and blameless along the way interprets Yili's love and radiates to the love of every ordinary person. At the end, an Easter egg was added in which Benzema said the hot joke "It's all Benzema's fault" in Chinese.

Fans in the comment area also "received the move" and made jokes one after another, such as "I haven't had time to watch football since I went to work, so I blame Benzema", "I bought Yili milk, and I blame Benzema."

In addition to the interest circles represented by fans, there are also circle memes that spread in the region, such as city memes, with characteristics and habits unique to the locals.

This year, Xiaohongshu teamed up with agencies to do a series of marketing campaigns for the summer in Wuhan. An important part of it was the release of 12 sets of posters, which read, "When you go to the swimming pool, it's called dumplings, when you go to the river, it's called swimming." , you can refuse to accept Zhou, but you cannot refuse to accept heat" and so on.