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The latest generations of consumers — think Generation X and those who have followed, including Millennials, Generation Z and Generation Alpha — differ from their predecessors in a long list of ways. These consumers are generally tech-savvy, and many of them don’t even remember life without the internet. They’ve grown up immersed in digital advancements, which have revolutionized significant parts of life during their time, with examples ranging from communication platforms and work habits to leisure activities, artistic endeavors and far beyond. They’ve also witnessed seismic cultural and political shifts that earlier generations could never have imagined.
And in the marketing world, they’re leaving a major mark of their own, too. Known for demanding authenticity from the brands they’ll support, these consumers are increasingly turning away from traditional methods of marketing. And as a direct result, two new, disruptive and distinct styles of marketing have emerged: chaotic marketing and unhinged marketing.
What is Chaotic Marketing?
Chaotic marketing embodies a departure from conventional marketing strategies as brands adopt an unconventional approach, particularly evident in their utilization of social media platforms for both marketing initiatives and engaging with their audiences. This approach involves breaking free from established norms, experimenting with diverse content formats, and embracing spontaneity (and often humor) to capture attention in an ever-evolving digital landscape.
Employing chaotic marketing offers several advantages to brands willing to take the plunge. First, it enables brands to stand out in crowded online spaces by injecting originality and unpredictability into their campaigns. Second, it fosters genuine connections with audiences by encouraging authentic interactions and dialogue, thereby enhancing brand loyalty and fostering community engagement. Further, chaotic marketing (and particularly chaotic marketing on social media) provides an avenue for innovation and creativity, allowing brands to adapt swiftly to emerging trends and capitalize on fast-fleeting opportunities. By leveraging the elements of chaos within their marketing endeavors, brands can effectively disrupt traditional paradigms, driving greater visibility, relevance and impact in the digital sphere.
What is Unhinged Marketing?
Also representing a divergence from the polished and predictable tone of traditional marketing, unhinged marketing instead embraces memes, a snarky and sassy voice, viral content, and humorous posts to entertain and engage audiences. By adopting this approach, brands can inject personality and spontaneity into their consumer communications, fostering a sense of relatability and authenticity with their target demographic.
For brands brave enough to do so, there are numerous advantages to leveraging unhinged marketing. First, it allows brands to cut through the noise of traditional advertising by capturing attention with content that is refreshing, relatable and shareable. Next, it enables brands to forge deeper connections with audiences by speaking their language and aligning with cultural trends and humor. Further, unhinged marketing (and particularly unhinged marketing on social media) has the potential to drive virality, as humorous and unexpected content is more likely to be shared across social media platforms, amplifying brand reach and engagement. By embracing the elements of humor, irreverence and spontaneity in their unhinged marketing efforts, brands can differentiate themselves in a crowded marketplace, cultivate loyalty and foster brand advocacy among consumers who appreciate their unconventional approach.
5 Fantastic Examples of Brands Killing it With Chaotic and Unhinged Marketing
Brands large and small are catching audiences’ attention and forging stronger consumer connections via chaotic marketing and unhinged marketing — and the strategies especially shine on social media.
Seeking inspiration for your own chaotic and unhinged marketing efforts? Check out what these five brands are doing to disrupt their followers’ social feeds:
1) Duolingo:
An early adopter of unhinged marketing, this language learning app with a green cartoon owl for a mascot is an undisputed expert in the field. The marketers behind the brand regularly bring the laughs to followers’ feeds with irreverent commentary, funny videos, witty memes and laugh-out-loud banter, often aimed at rivals or followers who dare cross them.
Check out examples of the brand’s unhinged efforts on TikTok, X (formerly Twitter) and Instagram.
@duolingo I want all sides unlocked🚀 #duolingo ♬ original sound – jonel_
This Pennsylvania-based craft brewery has unleashed the cartoon-ish Victory Monkeys on its social platforms, with each of the suds-symbolic simians representing a different member of its Victory Monkeys beer line. The resulting chaotic/unhinged marketing campaign sees the Monkeys getting into various hijinks, typically with humorous results.
“This campaign consists of memes, using the cans of beer as personalities, and original content that is complete satire and somewhat controversial for the craft beer community,” says Joybyte Campaign Lead Taylor Thompson.
Check out examples of the brand’s chaotic/unhinged posts on TikTok and Instagram.
View this post on Instagram
3) Wendy’s:
Another early entrant in the disruptive social marketing game, this famous fast-food chain’s chaotic-marketing skills especially shine on its X account. There and elsewhere, the Wendy’s marketing team captures attention and brings the laughs with its snarky comments, quick-witted tweets, viral-worthy video clips and regular roasting of its well-known competitors (think McDonald’s, Burger King, Popeye’s, etc.) in the fast-food industry.
Check out examples of the brand’s disruptive social marketing efforts on TikTok, X, Meta and Instagram.
Pookie looking absolutely fire pic.twitter.com/zx9zjINi7m
— Wendy’s (@Wendys) January 30, 2024
These makers of gourmet — and often over-the-top — cookies regularly go over the top with their chaotic social marketing efforts, too. Their frequently funny posts often leverage trending online videos, catchy musical tracks and personal appearances from the family behind the brand to capture consumers’ attention and boost brand awareness.
Check out examples of the brand’s creative and chaotic social campaigns on Meta, Instagram and TikTok.
@fatandweirdcookie When you ask Ai to create a cookie commercial… 🍪😂 Maybe the robots won’t take over after all. What do you think, Team Cookie? #FatAndWeirdCookie #FatAndWeird #AICommercial #Lmao #AiRuinsEverything #Cookie #Commercial #ArtificialIntelligence ♬ original sound – Fat & Weird Cookie Company
5) MoonPie:
This maker of handheld, graham cracker and marshmallow-powered pies employs an unhinged social strategy that rarely fails to delight and entertain its followers. The brand often employs humor, snarky replies to online comments and regular roasting of confectionary rivals to get the laughs and strengthen consumer connections. And a recurring theme centered around a feud with the sun brings ongoing entertainment that shine bright — day or night.
Check out examples of the brand’s disruptive doings on Meta, X and Instagram.
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Is Unhinged Marketing Right For Your Brand?
Making the move to unhinged and chaotic marketing isn’t advised for every brand. Of course, it’s unlikely to be a fit for brands in industries that need to be taken seriously by consumers, such as those in law, finance and medicine, as well as luxury brands and businesses based in education, children’s products and real estate. And for new brands with little to no existing brand awareness in the market, chaotic/unhinged marketing can be an unlikely-to-land leap — as the tactic is much more likely to fly for brands with an established, loyal customer base and a foot already in the door of their industry.
But for brands of certain types, and especially for those with target audiences that skew younger, it can be a winning move. Potential candidates for chaotic/unhinged tactics include food and beverage makers, gaming companies, fashion brands, tech brands, artists and activism-focused organizations.
Brands that do choose to pursue the tactic, though, should be careful not to go in half-heartedly. “It’s not for every brand,” says Joybyte Lead Strategist Chelsea Clough. “But if it is, you really need to truly lean into it and be ACTUALLY funny — because the audience will be able to tell if you’re not and will be quick to roast you for it.”
Looking to unleash some unhinged marketing on Instagram or chaotic marketing on TikTok for your brand? How about some chaotic marketing on Instagram, unhinged marketing on TikTok, or combinations of the two disruptive tactics on X, Meta and all your brand’s other (fit-for-chaos) social platforms?
Whatever your outside-the-box social marketing need may be, Joybyte is here to deliver the insights and expertise needed to help you capture more online attention and take your social campaigns to the next level. Talk to us today to learn more about all of our social-savvy marketing services — and how we can help your brand stand out from the crowd.