# Meta-Marketing Brands thrive for authenticity, making use of self-aware marketing tactics. By [Shelby Lee Walsh](https://www.trendhunter.com/shelby), President | Published Aug 6, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/metaadvertising ## Key Figures - Trend score: 3.9/10 - Evidence articles: 5 ## What is the Meta-Marketing trend? **Meta-Marketing:** The shift from over-the-top marketing campaigns to more subtle forms of print and television ads has become apparent. Particularly with the rise of millennial purchasing power, brands are looking for ways to appear "real" to this consumer segment and self-mockery is becoming a fast track to become relatable to Gen Y. This form of advertising is now moving beyond marketing and beginning to bleed into other areas such as packaging and retail spaces. ## At a Glance - Evidence: 5 featured examples - Articles from: Feb 3 to Dec 4, 2014 - Published: Aug 6, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Themes within the Meta-Marketing trend ### Self-mockery Marketing Brands use self-mockery to appear authentic, relatable and appealing to Gen Y. ### Humorous Commercials Brands create humorous commercials for better engagement with consumers. ### Disruptive Advertising Advertising is becoming more subtle and bleeding into other areas like packaging and retail spaces. ## What the Meta-Marketing trend means for industry ### For Marketing and Advertising The advertising industry can leverage self-mockery to engage with Gen Y and use humor for better consumer engagement. ### For Food and Beverage Restaurants and beverage companies can create humorous commercials to attract customers and market their products in a more subtle way. ### For Retail Retail spaces can use advertising to create a more engaging environment that taps into self-mockery and humor for better consumer engagement. ## Trend signals for Meta-Marketing Trend score 3.9 out of 10, from popularity 74%, activity 34%, freshness 8%. - Popularity: 74% - Activity: 34% - Freshness: 8% ## Examples of the Meta-Marketing trend 5 featured examples from Feb 3 to Dec 4, 2014. - [Nonsense-Spotting Apps](https://www.trendhunter.com/trends/ddb-tribal-dusseldorf): DDB Tribal Dusseldorf's Bingo App Points Out the BS in Advertising (Category: Tech) Implication: The advertising industry can benefit from disruptive innovation that challenges the use of dishonest and vague advertising claims. - [Celebrity Parody Beer Ads](https://www.trendhunter.com/trends/newcastle-brown-ale): Anna Kendrick Lends a Helping Hand in This Newcastle Brown Ale Ad (Category: Lifestyle) Implication: Craft breweries can use humor and satire to promote their unique flavors and styles of beer in a crowded and competitive market. - [Hilariously Apologetic Commercials](https://www.trendhunter.com/trends/arbys): The Arby's We Have Pepsi Campaign Admits the Company Messed Up (Category: Lifestyle) Implication: Fast food chains can take note of Arby's campaign and use similar tactics to build brand loyalty and engage with customers on social media platforms. - [Hilarious Slo-Mo Booze Ads](https://www.trendhunter.com/trends/hard-lemonade): Seth & Riley's Garage Hard Lemonade Brands Itself as 'Genius, Kind Of' (Category: Lifestyle) Implication: Innovating unique and fun flavors for alcoholic beverages can differentiate a brand in a competitive market - [Car Sale Spoofs](https://www.trendhunter.com/trends/keys-in-a-box): Oak Lawn Toyota's Keys in a Box Parody Riffs Off of a SNL Classic (Category: Autos) Implication: Opportunity for car dealerships to use creative and humorous marketing strategies to attract customers. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)