Robots Dream of Corporate Memes: Slim Jim and Memetic Advertising
Even before the covid-19 pandemic, corporations began targeting the internet as a new space for advertisement. AdSense technologies and social media data made it possible to gather information and target specific users with relevant advertisements. As corporations began to expand their online advertisement, many branched into using memes as a possible strategy. Because of the nature of the internet and the nature of memes, companies had a new opportunity and a new format with which to reach potential consumers.
Internet memes are unique for a number of reasons. First, they spread. Internet memes are different from, say a poster, because they can be shared and reposted by other users. This means that organizations can expect their meme advertisements to reach a broader audience than a highway billboard. Second, Internet memes can be remixed. While advertisers have a history of playing off each other’s ads to attempt to prove their product is better, internet memes can be remixed by the consumers without any effort by the advertisers.
Finally, Internet memes already have a socially accepted meaning that advertisers can play off of. While other advertisements may use common situations or everyday problems, memes have the advantage of being instantaneously recognized.
A company that has been extremely successful with internet meme-based advertising is Slim Jim. Some of the original Slim Jim ads which you may remember used the phrase “Snap Into a Slim-Jim!” to catch the attention of their audience. However, In 2018, realizing that their Instagram relevance was lackluster, they launched a new strategy. A private account @SlimJimsDoingThings had 10,000 more followers than the company’s account. Slim Jim actually hired the owner of that account and gave them control over the companies account.
Today, Slim Jim’s Instagram page has an extremely loyal following, known by the company and other users as the “Long Boi Gang”. But don’t worry, everyone (even vegans) can be part of the community.
Taking advantage of the success of their Instagram, Slim Jim has rebranded even their company’s website to utilize the successful language of their Instagram page.
Ultimately, corporations will continue to move into meme-based advertising due to the possible success and increased user engagement it offers. While it certainly carries risk, Slim Jim proves that success is possible.