Fortnite Meme Viral Content Challenge

Posted on by Abbigail Ziobro

Throughout recent years, the idea of the meme, a virtually transmitted cultural symbol or idea, has become a more popular tool used on social media platforms. When deciding to create an original meme, I chose to focus on a new video game, Fortnite Battle Royal. This game can be played as a single-player or run by teams, and is the ultimate battle to the finish line. I decided to use an image of a Fortnite character running up their created structure, to what seems like no end. I included the caption “The journey to Friday be like…” referencing the idea of a long week ahead. The irony comes from the knowledge of the game in which my original meme is based on, seeing as the objective of the game is to be the last player standing, and the objective of my current week is to make it to Friday standing.

Marketing Plan Meme Objectives:

  • Engagement: My overall objective was to have my meme on Imgur reach a level of high engagement, which I chose to measure in view count, in this case, exceeding 500 views.

Imjur Meme: 

The Journey to Friday be like…

 

Twitter Webcard:

Throughout my campaign, I made a series of Tweets, Instagram and Facebook posts including my meme, as well as sharing with the community via Imjur. My first Tweet was the following,

Throughout this marketing plan, my other tweets included:

“I don’t know about anyone else, but my is feeling just about the same right now 😞 thanks for the rainy Cuse! If you need a good laugh too, check out my original meme here ->

“I don’t know about anyone else but every day is a reminder of how badly I need the weekend. Check out my original meme below ↓ as well as my latest Instagram posts →  … if you are feeling the same way! ”

“click the link… I dare you 🧐 ”

“In honor of coming back here’s asking you to please help me pass my assignment and CLICK THIS LINK!!! 😩😭 ”

“Please CLICK THIS LINK and help me hit 500 VIEWS for class! ”

“Odds I lose all friends and followers from hyping up my own meme too much? Please help me get to 500 views ITS FOR SCHOOL!! ”

“Feeling the ? Click this link for a reliable meme. Please CLICK THE LINK and help my meme go viral for school! ”

Twitter Ads Engagements and Spend: 

When starting the viral content challenge, I set up my Twitter Ad to run from April 2nd at 12:01 am to 4/9 at 11:59 pm with a total budget of $5.00. My original tweet included in this campaign did not include the correct hashtags, and therefore was deleted, leaving me to spend $4.87 on my promoted tweet on Monday, April 2nd. The reason I chose to run my advertisement so quickly, seeing as I ran through my budget of $5.00 in one day, was with an intent to heavily push my content out there in a peak time. As my meme includes a caption regarding needing the weekend, I felt it would be a good strategy to push my image out on Monday as that is the moment we all realize the weekend as officially ended, and we have four more days till the next one. I realize now when reflecting on the success of my campaign, that I could have received higher levels of engagement if I possibly pushed my original meme with an advertising budget of $1.00/day for 5 days rather than a total $5.00 in one day.

View post on imgur.com

Analysis:

Overall, I feel as if my campaign was reasonably successful as it did reach my goal of 500 views on Imjur, exceeding it and hitting 636! Although I did reach my goal of what I set to be “high engagement” on Imjur, I expected to encounter higher levels of interaction via Twitter. I used a combination of ways to try to increase engagement but still, I was not successful. The use of a Twitter poll, relevant meme, in this case in relation to the Jersey Shore Reunion, as well as constant retweets, did not change the number of views on my meme by much. I think the reason I did not see as much Twitter engagement as I hoped to was due to the way I ran my Twitter Advertisement. When beginning my campaign I assumed that if I pushed my original meme to the max in a short period of time, it would help it “go viral,” though this was not the case. I realized later on that if I had spread my Twitter Advertisement out over the span of a few days, including various hashtags depending on the day, I could have targeted a larger audience. One technique I found to work in increasing my views on Imjur was by changing the hashtags associated with my meme and resharing it to the community. By changing not only my caption that accompanied the image but the hashtags that went along with it, I was able to draw in more attention based on days of the week, rather than just the game of Fortnite. I think that an effective part of my advertising campaign was my choice of meme caption, by making it “The Journey to Friday be like…” it was applicable and reliable for almost any day of the week, even Friday! By relating my meme to a day of the week, I was able to use often trending hashtags including #MondayMotivation, #TuesdayThoughts, #WednesdayWisdom, #ThirstyThursday, #TGIF. I was excited when noticing that I was not only receiving engagement from friends and family but also from users who I do not follow, as well as they do not follow me. This was able to show me that my ad was effective in reaching an audience larger than just my own. I used my own social media platforms including Imjur, Facebook, Twitter, and Instagram to promote my original meme, although I also had the help of family and friends posting and reposting my content in order to spread the meme to their followers as well! Overall I feel as if my original meme was successful in reaching high levels of engagement, although I do wish that it had reached closer to 1,000 views on Imjur as I did heavily promote my meme continuously for the week.

Final Engagement: Overall I was able to receive 1, 791 impressions on my Twitter Ad, as well as 636 views on my original Imjur meme.

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