4 Brands That Have Mastered The Tricky Art Of Trolling

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Trolling has taken over marketing as brands rile up fans and longtime rivals. Here are 4 that are (mostly) doing it right…

The generations that grew up scrolling social media and online forums appreciate a clever, or just silly, troll in their feed. One Urban Dictionary entry defines trolling as “trying to get a rise out of someone…either through wise-crackery, posting incorrect information, asking blatantly stupid questions, or other foolishness.” The act is no longer restricted to Reddit forums, and has become an inherent part of internet culture. Remember when the viral Instagram egg (which is still slowly cracking) paved its way to internet fame by trolling Kylie Jenner’s most-liked Instagram post with comments of egg emojis? Brands have not only caught on, but they’re perfecting the trend by putting big budgets behind their takedowns of rival brands and executing the action in larger-than-life ways that go beyond a screen.

A caveat: trolling is not a marketing tactic for the faint of heart. Crowdspring explains that controversial content goes viral by riling up the internet and can be misunderstood or ignored. The attempt could even backfire and incite more negativity than wanted if followers don’t realize that it’s all in good fun, and Campaign US questions if the strategy is even “worth the risk.”

But, when done right, a playful poke at a rival online can earn a brand the kind of buzz that takes them viral, cements them in the minds of young users, and rallies the entire internet around them. With that in mind, here are X companies that have (mostly) mastered the tricky art of trolling:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingWendy’s

Trolling has become a norm in the fast food industry, where savage social media tweets are fired off between rivals, sometimes spiraling into entire campaigns. Wendy’s dropped an…


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