Beyond the Hype: Smart Situational Marketing

31 JULY 2025
In an age when banner ads are fading and influencers lose their sparkle, two timeless tactics live on - word-of-mouth and situational marketing. How can you ride a viral wave without crashing the brand? Read on.
🎯 What Is Situational Marketing?
Situational (or reactive) marketing is about responding instantly to cultural trends or viral moments with content that feels genuine - no scripts, just context. It works because audiences crave brands that ‘get it’, not just pipeline ads.
Examples That Show How It’s Done Right
1. Puma × Squid Game 2
- Event: wildly anticipated release of Squid Game Season 2 (Dec 2024).
- Execution: a limited edition capsule - tracksuits mimicking the green uniforms and sneakers referencing “Red Light, Green Light”. Puma promoted heavily via Instagram and TikTok, partnering with style influencers.
- Result: Viral impact on social platforms, huge repost potential. Puma soared as a streetwear pop‑culture icon.
2. Netflix Responds to “ColdplayGate”
- Event: At a 2025 Coldplay concert, a CEO and HR head were caught hugging on the kiss-cam, causing global meme mania.
- Execution: Netflix dropped a witty post on X, aligning with the meme but staying brand‑safe. They didn’t name the company or scandal - just joined the joke.
- Result: High engagement, boosted sentiment. Netflix looked culturally savvy and playful
3. CeraVe (“Michael CeraVe”)
- Event: A Reddit meme noted how CeraVe sounds like Michael Cera. Users joked about the actor secretly owning the skincare brand. The joke quickly went viral.
- Execution: L’Oréal hired Michael Cera to mock-launch his own lotion, running a Super Bowl ad in 2024 styled like a parody pitch meeting. Press releases and social content reinforced the joke before unveiling the reality.
- Result: Massive viral traction, tons of press. CeraVe triple‑digit brand lift, one of the most memorable ads of the year.
4. Disney+Hotstar: House of the Dragon × Swiggy Food
- Campaign: For the House of the Dragon India launch on Disney+ Hotstar, local delivery app Swiggy introduced "Dragon Rider" branding.
- Execution: Dragon-themed labels and tagline “Fire will reign… our dragon rider is on the way!” appeared on Swiggy delivery maps. Videos featuring Bollywood stars Sara Ali Khan and Janhvi Kapoor amplified the buzz.
- Impact: Over 25M impressions, viral chatter, positive brand alignment with local pop culture, and a meaningful spike in subscriptions.
5. Ukrainian Brands Memed “Don’t Push the Horses”
- Event:Ukrainian boxer Oleksandr Usyk during pre‑fight banter said “Don’t push the horses” - a playful mistranslation of “hold your horses”, instantly viral in TikTok and Instagram.
- Execution:
- Nova Post: “We: collect your parcel / You: DON'T PUSH THE HORSES”
- Ukrposhta: “We: asking where is my parcel? / You: DON'T PUSH THE HORSES” as a response to delivery queries
- Kyivstar, COMFY, Foxtrot, KFC UA: joined in with branded visuals and local humor.
- Result: Explosive engagement - likes, shares, comments. Brands appeared youthful, in-the-know, and emotionally connected to Gen Z culture
How to Do It Right
Keep these five rules in mind:
⏱ 1. Be quick, but thoughtful
Viral trends fade fast - react within 48-72 hours, but always double-check context before jumping in.
🎯 2. Stay on-brand
If a meme doesn't match your tone or audience, skip it. Relevance beats trend-chasing.
😎 3. Remix, don’t repeat
Add your own spin. The best posts offer a clever twist, not just a repost.
🤳 4. Make it shareable
Short, snappy, visual content wins. If it feels like something your audience would send to a friend - nailed it.
🧠 5. Read the room
Track reactions. If it flops, don’t push. Move on to the next moment.