A PR dream or a disaster? Jet2's Christmas advertising finds a new life as a joke meme | Advertising

You are the head of a travel company, it is early summer and your brand becomes viral. Millions of people look and share social media clips from people on vacation, the soundtrack to which their company is Jingle.

It sounds like a PR dream, but is it?

This is the question that is undoubtedly considered at the Jet2 headquarters – the household travel company, which was at the center of an out of control Tikok Mems that shows the less glamorous side of the British summer vacation.

The trend began as a joke: Jet2's relentlessly happy Jingle, Jess Glynne's Hold My Hand, played over the cheerful summer holiday material on social media.

Aircraft struggles, water sports accidents and drunk disasters are switched so well by the theme station because the slogan “Noinach beat a jet2 Holiday” of the Saccharine Voice -over is announced.

The line has become social media code for travel plans when users combined the audio with clips of vacation span, slight chaos and everything that does not do the usual polished contributions.

In a tictok video with more than 1.6 m likes, a woman almost drowns in hip-high water and has to be saved by a lifeguard after getting out of a water slide in Tenerife.

Another contribution to the sound with 16K likes shows a man who lies on a sun lounger by the pool while the rain takes it through. More than 1.3 m other videos used the sound, and the hashtag #Einbeatsajet2hollidage has more than 25.5,000 contributions.

Jet2 did not comment on the trend, but the company has supported it on social media. He published his own clip with the same audio and started a challenge, which offered a holiday voucher of £ 1,000 as a price.

Zoë Lister, the language actor who is now moving out the now famous line, and the singer Jess Glynne both weighed. Glynne posted a Tikok video that imitated the voice-over, and Lister has released the radio to follow the famous slogan.

Campaigns like the challenge of Jet2 show how brands try to meet users there.

“From Marken's perspective, this is still difficult terrain and more tactical than strategy. This definitely adds a large reach for the Jet2 brand – at the same time brand marketing is not only about awareness, but also about resonance and reaction for which I suspect brands usually still have more control,” he said.

The ad may have found a new life as a meme, but her social media DNA was there from the start, according to Adam Gordon, a social media strategy and co-founder of the social media agency A.

“The original Jet2 TV ads were deliberately led to social media-my hand line with a POV recording of someone who holds someone's hand-a classic Instagram holiday, so that the seeds were sown early and deliberately.

“The irony is that the Jet2 display emerged from the old shiny age of the Instagram perfection, but this meme has drawn the impregnation of the TikTok -era. A crystal -clear sign of the time in the world of social media,” he added.