Why do some ideas explode across the internet, while others just fizzle out?

The internet is becoming increasingly absurd, and brands are not just observing—they're actively participating in the madness. It's clear that a blend of absurdity and simplicity is pivotal for a big stunt's marketing success. Yet, this formula isn't foolproof. Not every wacky brand activation turns into a viral sensation. So, what makes some ideas stick and explode across the internet while others just fizzle out?

In our current landscape, where virtually everyone is glued to their phones and plugged into the online world, content is omnipresent. To stand out, this content needs more than just shock value; it requires a backbone of structure or purpose. It's the narrative behind the idea that often determines whether it goes viral.

Let's take a look at Pop-Tarts' recent success during Bowl Season. This wasn't just a regular brand tie-in with a sports event; it was a marketing masterstroke. The Pop-Tarts Bowl didn't just capture attention; it took the internet by storm, generating $12.1 million in media exposure. But here's the kicker: the in-game antics weren't the sole draw.

The frenzy included an avalanche of memes and reactionary content that took on a life of its own.

Brands have been linked to college bowl games going back to the 1980s. And absurd mascots aren't a new thing either. Take, for instance, the Duke's Mayo Bowl. Their mascot is a giant tub of mayonnaise, aptly named Tubby, and the event is known for its unique tradition where the winning coach gets doused in mayonnaise, reminiscent of the iconic Gatorade shower but with a savory twist.

Despite these quirky elements, the Duke's Mayo Bowl didn't manage to capture the public's imagination to the same extent as the Pop-Tarts Bowl. This difference highlights the nuanced challenge of turning a clever marketing idea into a widespread cultural phenomenon.

The secret sauce of Pop-Tarts' success was in its approach, which read like a Nathan Fielder plot. At the end of November Pop-Tarts announced they would unveil the first ever edible mascot at their upcoming bowl game. The plan was that their mascot, Strawberry would be eaten by the winning team at the trophy presentation. The concept was simple, outlandish yet straightforward, and it was new; nobody saw it coming.

But it wasn't just the novelty. There was a narrative woven into this idea which helped to captivate audiences. We knew Strawberry's fate. We watched as this mascot played up the theatrics during the game, as most mascots do, but we also knew what was to come: he was about to die.

At the trophy presentation, the climax wasn't just theatrically absurd—it was narratively satisfying. Strawberry was lowered into a giant toaster while holding a sign that read, "Dreams Really Do Come True." Out the bottom popped a giant edible Pop-Tart that coaches and players passed around and ate to celebrate their victory.

This example highlights a critical insight for modern branding: merely engaging in outlandish antics isn't enough. What's essential is the "why" behind the madness, a narrative, a thought-out strategy that infuses the absurdity with context and meaning. That's the magic formula. It's what transforms a simple idea from just being memorable to becoming truly magnetic, creating a buzz that not only brings people together but also keeps them talking about your brand.

As we continue to navigate the ever-escalating ridiculousness of the internet, the brands that can tell these simple yet compelling stories are the ones that will truly stand out. It's about finding that perfect balance where a simple narrative gets a twist of absurdity. This balance is what elevates a mere marketing tactic into something far greater: a connection point with audiences, an invitation for them to participate, co-create, and iterate, ultimately earning your brand the kind of organic exposure that money just can't buy.

—Emily Michka, Social Strategist @ space150