Staying relevant often means being responsive. Riding the wave of viral moments, if done cleverly and with the right tone can be a powerful marketing tool. Enter the copycat strategy, where brands “piggyback” on trending topics to create smart, buzzworthy content without compromising authenticity.
At a July 16 Coldplay concert in Boston, what should have been a lighthearted “kiss cam” moment took a dramatic turn. The stadium Jumbotron caught Astronomer CEO Andy Byron and HR chief Kristin Cabot in an embrace. As they awkwardly ducked from the camera, Chris Martin quipped: “Either they’re having an affair or they’re just very shy.”That moment exploded online, amassing millions of views, memes, and global media coverage.
The fallout was swift: Astronomer launched a company investigation, Byron and Cabot resigned, and even Gwyneth Paltrow, Chris Martin’s ex, stepped in briefly as the firm’s spokesperson.
This viral moment became marketing gold because brands know how to lean in. Marketing‑Interactive documented how companies from Duolingo to IKEA Singapore turned the scandal into clever content, humorously aligning the moment with their brand persona.
Here’s why it worked:
- Immediate recognition: People already saw the meme-worthy video.
- Emotional currency: The mix of humor and scandal hooked attention.
- Creative positioning: Brands added their own twist, not just mimicked.
Copycat, but make it creative
Here’s how to do it with elegance:
- Match tone, not excess. Avoid sensitive or exploitative angles.
- Add your voice. Duolingo joked with a mock tutorial. IKEA placed plush toys under the text “HR approved.” GlobeAir offered a cheeky escape to Hawaii.
- Keep context in mind. The Coldplay moment had cultural traction; it was global, recognizable, and share‑friendly.
When brands respond with wit and precision, they demonstrate cultural awareness, humanize their presence, and forge stronger connections, without losing professionalism. Smart trendjacking can signal:
- Agility
- Relevance
- Brand personality
Closing thought
You don’t need to start the meme, just make it yours. Let the right moment inspire you. If Coldplay’s viral kiss cam taught us anything, it’s that boldness and timing can elevate brand storytelling from noise to narrative.
So next time the screen lights up with an unexpected moment, ask: How would your brand react? That’s where copycat content becomes strategic brilliance, not copy, but connection.
