The question is- can advertisers use this trend to spread brand awareness?
The answer is: yes.
While it may seem silly and unprofessional, memes can be an excellent way to spread brand awareness quickly and effectively. If you are looking to start a trend among a younger demographic, a clever and well-placed meme can be exactly what you need to get the campaign off the ground.
Some brands have already began to use this method. Not always on purpose. The alcoholic beverage brand, Dos Equis, started a campaign featuring “the most interesting man in the world” which eventually became it’s own trending meme in itself. Two years ago, most people would not be able to identify Dos Equis or their product, but the image of their commercial is now extremely recognizable.