I think the tipping point between brand memes being an in joke and being "hello fellow kids" is the space the brand occupies, if a brand has ownership over a certain space or regard in a subculture it has more buy-in from an audience when it wants to make memes than the generic "brand commenting on something viral and unrelated to them" trope
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I think the tipping point between brand memes being an in joke and being "hello fellow kids" is the space the brand occupies, if a brand has ownership over a certain space or regard in a subculture it has more buy-in from an audience when it wants to make memes than the generic "brand commenting on something viral and unrelated to them" trope