DEVELOPING A VISUAL STORYTELLING ROAD MAP: FROM STRATEGY TO IMPLEMENTATION 159 or not so accidently, offended someone over the course of the year and want to make amends? Simply make a Peeps Offering. Created by the iconic Peeps candy, the company wanted to remind fans that it was also around during the December holiday season. In order to break through the holiday clutter, Peeps offered its fans on Facebook a chance to send tongue-in-cheek e-cards with one-liners like these: “I’m sorry I defriended you. Again.” Or “I’m sorry for using mistletoe as an excuse to kiss your Mom.” Laugh-out-loud funny, the Peeps Offering campaign showcases how e-cards can help to show the lighter side of your company. Memes Although memes are definitely one of the easiest forms of content mar- keting, memenic marketing isn’t as simple as it first appears. As with any other campaign, it helps to be strategic when choosing and putting out a message about your brand. It’s also important that the end result be fun and irreverent. Most memes make light of situations and human behavior. When brainstorming meme ideas, it’s ok to “memejack” and create your own play on the popular themes of the moment. The key is to do it in a clever and original way. People love seeing how others take wacky meme ideas to the next level, so this may seem obvious, but use your own photo, and don’t copy existing memes word for word. Try to bring your own voice and brand personality through both the copy and the visual. Commonly Used Memes • Cats or dogs. Make a cat or dog versus a person the hero—anything goes! Grumpy Cat and Lolcats are especially popular memes. • Challenge accepted. For example, “You can’t stay in bed all day. / Challenge accepted.”