Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

How Brands Are Using The "Storm Area 51" Meme as a Marketing Strategy

How Brands Are Using The "Storm Area 51" Meme as a Marketing Strategy Blog Feature

July 30th, 2019 min read

It’s times like these when we’re reminded what a strange, strange place the internet can be. 

Currently, there are over 1.8 million people signed up to the Facebook event “Storm Area 51, They Can’t Stop All Of Us” taking place on September 20th.

The group intends to storm the top-secret government facility with one simple mission: “Let’s see them aliens.”

For non-US based readers, Area 51 is a restricted government base in Nevada that is believed to be where the government conducts tests on aliens, UFOs, and other extraterrestrial secrets. 

It’s well-known that the United States permits the use of deadly force for those who attempt to access the facility unauthorized. The Facebook group operates on the idea that if enough people try to storm it at once, a few are bound to get in. 

Of course, this was largely started as a joke, and spawned many memes in the process. 

area-51-raid-marketingarea-51-raid-marketingHowever, as the joke grew and grew, the United States Air Force eventually had to intervene, stating that “any attempt to illegally access the area is highly discouraged." 

It’s unlikely the nearly 2 million people signed up are actually planning to arrive in Nevada on September 20th, but hotels near Area 51’s facility say they are getting an increased demand for bookings that the small rural area is “not equipped to handle.” 

The line between joke and reality is so blurred for this event, that brands decided to get in on the fun. 

Below are five brands that have joined the mission of “seeing them aliens”. 

1. Arby’s 

Fast food restaurant Arby’s announced that those who do show up to the Area 51 raid on September 20th will be well-fed. 

The company announced plans to unofficially cater the event, bringing a food truck with a top-secret menu to Nevada the day of the planned raid. 

Arby’s Chief Marketing Officer even provided an official statement on Arby’s plans to cater the raid for human attendees and any aliens that make it out, stating: 

“We can’t confirm if there are aliens at Area 51. But, if they do show up, they deserve the best meats on Earth. If not, Arby’s will still be there serving the planet’s best meats to everyone else attending this historic event.”

2. Bud Light

Bud Light also plans to be present the day of the Area 51 raid. 

The beer brand debuted an Area 51-themed special edition beer label, which they’ll release for sale if their tweet gets over 51,000 retweets. (Currently at 61k, so find one at your local store soon?) 

Bud Light also stated while they are not sponsoring the raid of the restricted government facility, they’ll be giving free beer to the aliens escaping.

Bud Light continues to post about the Area 51 raid — I’d highly recommend following them just for these jokes. 

3. Lego 

While Bud Light and Arby’s really integrated themselves with Area 51 plans, Lego took a different approach. 

The toy company posted a photo depicting aliens hanging out in a room made out of Lego bricks with the caption “Don’t storm Area 51. We’ve checked, it’s all good 😉”

Lego’s approach is good for brands that want to join in on the hype, but don’t want the US government knocking on their doors for encouraging citizens to storm a highly protected government facility. 

This example shows that brands can still join relevant conversations without necessarily putting themselves in hot water. 

4. Kool Aid

Kool Aid also joined the conversation in a very on-brand manner, sharing the tweet below. 

However, unlike Bud Light and Arby’s, Kool-Aid is not suggesting that the Kool-Aid man will be present on September 20th to help attendees break Area 51’s walls down. (I can’t believe that’s a real sentence I just wrote.)

5. OREO 

Oreo often gets involved in any trending topics on the internet, and the Area 51 raid was no exception. 

However, instead of creating an Area 51-specific design, they simply promoted their existing limited edition cookie celebrating the 50th anniversary of the moon landing. 

The power of meme marketing 

As an avid fan of any and all memes, I find brands utilizing popular memes as a marketing strategy fascinating. 

The key to success in social media marketing is sending a message that both resonates with your audience and gets people talking. Using trending memes is a great way to do that. 

This strategy is similar to how brands talk about current events (holidays, sporting events, or show premieres), but it also has the added benefit of feeling like an “inside joke” with your followers. 

By nature, memes are something that are easily understood by certain communities, but may perplex others who are not as in the loop.  

For example: 

If you don’t get the joke, you can learn about the “Authur’s Fist” meme here

All in all, meme marketing helps brands stay relevant with their audience in a new way, almost saying that they’re in on the joke with us. 

And, since the Area 51 meme has gotten a tad out of control, brands like Arby’s and Bud Light matched the ridiculousness. Both brands have certainly gotten a lot of press for their efforts, so you could say that the risk has paid off. 

However, in some cases, it can backfire. The “Storm Area 51” event is unprecedented in meme culture — not only in its pure absurdity, but its potential to do real harm. 

Honestly, I searched the internet for another instance where brands integrated themselves with meme culture too closely, and I couldn’t find an example that matched this level. While it is true that Arby’s and Bud Light have clearly gotten attention, it begs the question of how far are the brands willing to take the joke. 

Will they actually show up in Nevada on September 20th? Will they be held responsible for any civilians who do attempt to storm Area 51? 

I assume that as we get closer and closer to September, the meme will begin to die out and we’ll become fixated on the next chapter of internet ridiculousness, and I assume these brands think the same — but it’s a risky gamble to take. 

While IMPACT does not condone storming Area 51 on September 20th, you can take this quiz here to see if you’d survive

For those planning on going, best of luck seeing them aliens. 

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE