Marketing Strategies and Lessons

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It’s Gonna Be Maytag

May 15, 2019 Sarah Cavill

Every April 30th, news feeds across the land are littered with pictures of a young Justin Timberlake promising that soon “It’s Gonna Be May.” A play off of his unique pronunciation of the famous *NSYNC lyric “It’s gonna be me.” Appliance brand Maytag cleverly co-opted the meme’s popularity to create “It’s Gonna Be Maytag,” a commercial spoofing the meme’s play on words with its own play on words.  

Maytag Debuts Their New Spot During Maytag Month

maytag, nsync, memeMay is Maytag Month, when the brand holds their big annual sales and promotions. Perfect timing to drop the “It’s Gonna Be Maytag” commercial. In the spot, an assembly line of employees prepares Maytag men for service to the tune of “It’s Gonna Be Me” by *NSYNC. Buttons and fresh hats are donned, teeth are brushed and the ubiquitous Maytag man is ready to begin deliveries and installations. Reminding the viewer at the end of the commercial that, “It’s Gonna Be Maytag.”

Maytag Uses Social Media To Share Their Commercial

The use of a meme is a conscious decision by Maytag to appeal to younger consumers. “Millennials are a key demographic for appliance purchases both today and for the future,” said Robert Sunday, Maytag’s Senior Director of Brand Marketing. “It’s critical to build relationships early with consumers, and we hope younger audiences see this campaign and think of Maytag when they are in the market for kitchen and laundry appliances.”

The #itsgonnabemaytag hashtag is being used across social by people who enjoy the commercial, and as a means of advertising by stores that carry the Maytag brand. Even *NSYNC band members Joey Fatone and Lance Bass shared the commercial on their Twitter feeds. Aligning with a popular meme can be a joyful and targeted way to tap into tech savvy, younger consumers. Choose the meme carefully however, or customers may say bye, bye, bye.

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About the Author

Sarah Cavill

Sarah Cavill is a Marketing Communications Writer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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