Humour in Marketing: 5 Proven Ways to Boost Engagement in 2025
Humour has long been a fundamental tool in marketing. It breaks down barriers, captures attention, and leaves lasting impressions. In 2025, brands continue to lean on humour to cut through digital noise, foster brand loyalty, and encourage engagement. The rise of AI-driven personalization, social media virality, and immersive technologies has shaped the way humour is applied in modern marketing.
This article explores five effective ways to integrate humour in marketing strategies while maintaining brand authenticity. Whether it’s user-generated content, AI-driven jokes, meme culture, cause-based humour, or interactive experiences, the right approach can enhance customer connections and increase brand recall.
Leverage Social Media for User-Generated Humorous Content
Why Social Media is the Ultimate Humor Hub
Social media has become the central stage for humor in marketing, offering an interactive space where brands can directly engage with audiences. Unlike traditional marketing channels, social media allows for real-time participation, meaning brands can react to cultural moments, trending memes, and viral jokes almost instantly.
Platforms like TikTok, Instagram, Twitter, and Facebook enable companies to experiment with humor in various formats, from short-form videos and GIFs to reaction memes and interactive challenges. The accessibility and immediacy of these platforms make them ideal for humor-driven marketing that feels authentic and spontaneous rather than overly polished or corporate.
Why Humor Works on Social Media
- Increases Shareability
- Funny content is more likely to be shared, helping brands expand their reach organically.
- Posts with humor often outperform serious posts in terms of engagement metrics (likes, shares, comments).
- Humanizes the Brand
- Brands that use humor successfully feel more approachable and relatable.
- A witty, well-crafted post can make a brand seem like a friend rather than a corporation.
- Encourages Audience Participation
- Users are more likely to engage with a brand that makes them laugh.
- Interactive formats such as caption contests, reaction memes, and humor-based Q&A sessions invite users to contribute their own jokes and creative ideas.
Case Study: Duolingo’s Humorous Social Media Strategy
Duolingo has transformed its mascot, Duo the Owl, into a viral icon through humor-driven social media campaigns. Rather than promoting its app in a conventional way, Duolingo leans into playful, self-aware humor that resonates with young audiences.
Key Tactics Duolingo Uses:
Self-Deprecating Humor
- The brand embraces its reputation for being “aggressively persistent” in reminding users to complete their lessons.
- Example: A tweet from Duolingo—”You forgot your Spanish lesson again? No worries, we’re just outside your house.”
Participation in Trending Challenges
- Duolingo consistently jumps on trending memes and viral sounds, adapting them to language learning.
- Example: TikTok videos of the mascot Duo engaging in over-the-top antics, like dramatically reacting to users ignoring their lessons.
Savage, Witty Replies
- Duolingo’s Twitter replies often feature playful roasting and snarky responses that generate buzz.
- Example: When a user tweeted, “I’m scared of the Duolingo owl,” Duolingo responded, “Good. Stay that way.”
This bold, humorous approach has helped Duolingo amass millions of followers, leading to higher engagement rates and a strong brand personality that resonates with Gen Z and millennials.
How to Implement Social Media Humor for Your Brand
1. Encourage User-Generated Content (UGC) Through Humor
User-generated content is one of the most powerful engagement drivers on social media. People enjoy being part of something fun, especially if it gives them a chance to be creative and showcase their sense of humor.
How to Get Users Involved:
✅ Hashtag Challenges: Launch a branded hashtag that encourages users to create funny content related to your product. Example: A pizza brand could start #PizzaFails, where people share funny stories about their pizza mishaps.
✅ Caption Contests: Post an amusing image and ask followers to submit their funniest captions.
✅ Duet/Reactions (TikTok): Create a humorous video and invite users to “duet” or react to it.
Example: Wendy’s Roast Day Campaign
- Wendy’s invited Twitter users to send in tweets asking to be roasted, resulting in a flood of hilarious, brand-building interactions.
- The campaign trended worldwide and showcased Wendy’s sharp, witty humor, strengthening its social media presence.
2. Collaborate with Comedy-Influencers
Humor-based influencers can make your brand feel more authentic and less like traditional advertising. Many brands collaborate with TikTok comedians, meme pages, and humor vloggers to create organic, entertaining promotions.
How to Choose the Right Influencer:
🔹 Pick influencers whose comedic style matches your brand voice.
🔹 Ensure they align with your target demographic.
🔹 Avoid influencers known for controversial humor that could backfire.
Example: Old Spice & Comedic Influencers
- Old Spice partnered with humorous content creators to craft offbeat, funny videos that played up the brand’s quirky personality.
- This helped Old Spice’s brand perception evolve from “classic dad brand” to a favorite among younger consumers.
3. Use Platform-Specific Features to Amplify Humor
Each social media platform has unique tools that can enhance your humor marketing strategy.
TikTok & Instagram Reels:
🎬 Use short-form videos to create funny skits, reaction content, or behind-the-scenes bloopers.
🎵 Leverage trending sounds and challenges for maximum visibility.
Twitter:
💬 Use witty one-liners, clapbacks, and meme replies to engage audiences.
📸 Incorporate GIFs and reaction memes into responses.
Facebook & LinkedIn:
📢 Use humor strategically in professional settings, focusing on lighthearted industry jokes and clever storytelling.
Quick Tips for Success in Social Media Humor
✅ Keep Humor Natural and Relatable
- Forced humor feels inauthentic and can alienate audiences.
- Ensure that the tone fits your brand personality and industry expectations.
✅ Stay Consistent with Your Brand’s Voice
- If your brand is playful, lean into humor more frequently.
- If your brand is more serious, use humor sparingly but effectively.
✅ Monitor Audience Reactions and Adjust Accordingly
- Keep an eye on how followers respond to humorous posts.
- If a joke lands well, double down on that style. If it falls flat, adjust future content.
✅ Avoid Controversial or Risky Jokes
- Humor should bring people together, not alienate or offend.
- Avoid jokes related to politics, religion, or sensitive social issues, unless your brand is explicitly tied to advocacy.
AI-Driven Personalized Humor in Marketing
How AI is Changing Humor in 2025
Artificial Intelligence (AI) has revolutionized personalized marketing, allowing brands to tailor humor to specific audiences in real-time. Unlike traditional humor, which relies on mass appeal, AI humor adapts to individual consumer preferences, behaviors, and past interactions, making it more relevant and engaging.
This shift has led to an increase in engagement, improved brand recall, and higher customer satisfaction. AI-driven humor now appears in various forms, from conversational chatbots to dynamically generated memes, email subject lines, and even personalized ad copy that resonates with specific user segments.
How AI Personalizes Humor in Marketing
✅ Data-Driven Insights: AI analyzes browsing history, purchase behavior, and engagement patterns to craft humor that feels personal.
✅ Sentiment Analysis: Machine learning tools assess the tone and mood of an audience before inserting humor into a message.
✅ A/B Testing at Scale: AI continuously tests different humor styles (sarcastic, playful, dry) and optimizes based on what resonates best.
With these capabilities, AI-driven humor has become more sophisticated, reducing the risk of off-putting jokes and increasing the likelihood of positive responses.
Case Study: AI-Generated Humor in Email Marketing
Email marketing has historically struggled with low open rates, but AI-powered humor has proven to be a game-changer.
Example: AI-Enhanced Email Subject Lines
A coffee subscription brand noticed that cart abandonment emails had a below-average open rate. Instead of using the generic subject line:
🚫 “You forgot something in your cart.”
They applied AI-generated humor, resulting in a subject line like:
✅ “Your coffee is crying in the cart… It feels abandoned!”
Why it worked:
📌 Personalized Humor: AI detected that the user had left coffee products in their cart, crafting a relevant joke.
📌 Emotional Appeal: The message created an amusing sense of guilt, nudging the user to return to checkout.
📌 Higher Open Rates: A/B testing showed a 30% increase in email engagement compared to non-humorous subject lines.
Beyond Subject Lines: AI-Generated Personalized Copy
AI is also shaping email body content. Brands can now personalize humor based on previous purchases, browsing behavior, and even weather conditions in the recipient’s location.
💡 Example: An AI-powered clothing retailer might send a winter promo email with:
📧 “It’s colder than your ex’s heart outside. Time to upgrade your jacket?”
Implementing AI Humor in Your Strategy
1. AI-Powered Chatbots with Personality
Traditional chatbots often feel robotic and impersonal, leading to frustration rather than engagement. AI-driven chatbots, however, can infuse humor into customer interactions, making them feel more human-like.
How AI Chatbots Use Humor
🤖 Playful Responses: Instead of generic answers, AI chatbots can deliver witty, engaging responses.
💡 Example: A user asks a pizza delivery chatbot how long their order will take.
- Generic Response: “Your order will arrive in 30 minutes.”
- AI-Humored Response: “Your pizza is racing to you at 5 mph… safely, of course. Should be there in 30 min!”
🎯 Conversational Tone Matching: AI can analyze a user’s mood and adjust humor accordingly—playful when appropriate, professional when necessary.
📢 Case Study: Kuki AI Chatbot
Kuki, an AI-powered chatbot, engages users with sarcasm and jokes, keeping conversations lively while improving customer satisfaction. By making interactions entertaining, it increases the likelihood that users will return to engage with the brand.
2. Dynamic Content Personalization
AI doesn’t just generate humor—it customizes it for each audience segment. Brands can leverage this in:
- Ad Copy: Facebook and Google Ads now use AI to dynamically generate humorous headlines based on a user’s interests.
- Website Banners: AI-powered banners show witty product descriptions based on user preferences.
- Push Notifications: AI can send funny, engaging reminders to users.
💡 Example: A fitness app detects that a user skipped workouts for a week. Instead of a generic push notification, AI generates:
📲 “We see you avoiding leg day. We won’t judge… but your jeans might.”
3. AI-Generated Memes for Social Media
Memes are a cultural phenomenon that brands can use for engagement, and AI tools now generate memes in seconds based on trending topics and audience insights.
🚀 Example: AI Meme Tools
Brands use tools like DeepAI’s Text-to-Meme Generator or Jasper AI to create:
🎨 Customized brand memes based on customer data.
🔥 Trending pop-culture memes adapted for product promotions.
💡 Example: A dog food brand using AI meme generators might create:
🐶 “Dogs when they hear the treat bag open: [insert meme of someone sprinting].”
These AI-powered memes are shared widely on social media, increasing brand visibility without expensive production costs.
Pitfalls to Avoid in AI-Driven Humor
❌ Over-Reliance on AI Without Human Oversight
AI lacks emotional intelligence and may misinterpret humor, leading to inappropriate jokes. Human oversight is essential to ensure humor aligns with brand values and cultural sensitivities.
📌 Example of AI Gone Wrong:
A chatbot for a retail store was programmed to generate humorous responses. When asked, “What do you think of our latest collection?” it replied sarcastically, “It’s absolutely breathtaking… if you like ugly sweaters.”
🚨 Lesson: Ensure AI is monitored to avoid jokes that could be perceived negatively.
❌ Failing to Align Humor with Audience Demographics
Humor is subjective—what’s funny to Gen Z might not resonate with older demographics.
📌 Example:
- A B2B SaaS company targeting corporate professionals might avoid meme-based humor but can still incorporate light sarcasm or witty one-liners in email campaigns.
- A youth-focused brand can lean into meme humor and pop culture references without hesitation.
✅ Solution: Use AI-driven audience segmentation to tailor humor appropriately.
❌ Using Generic, Overused Jokes
Humor must feel fresh and relevant, not predictable or forced. AI sometimes recycles outdated jokes, which can make a brand seem out of touch.
🚨 Example: A fashion brand using AI-generated humor once created an email campaign saying:
“Did you just buy another pair of shoes? Don’t worry, we won’t tell your husband!”
🛑 Why it failed:
- The joke reinforced outdated gender stereotypes.
- It didn’t account for diverse customer identities.
- Users called out the brand for being tone-deaf.
✅ Solution: AI must be trained on modern, inclusive humor and regularly updated to reflect current trends.
The Power of Meme Culture and Viral Content in Marketing
Why Memes Work in Advertising
Memes have evolved into a dominant form of digital communication, shaping internet culture and consumer behavior. Their humor, relatability, and easy-to-share format make them a powerful marketing tool for brands looking to engage audiences organically.
Unlike traditional advertising, memes do not feel overtly promotional—instead, they integrate seamlessly into everyday digital interactions. A well-executed meme can transform brand perception, drive conversations, and increase visibility with minimal investment.
Key Characteristics That Make Memes Effective in Marketing
✅ Shareability: Memes spread quickly, increasing brand awareness without significant ad spend.
✅ Relatability: They tap into common experiences, making them more engaging than generic ads.
✅ Community-Driven: Memes foster participation, allowing users to create their own variations.
✅ Low Cost, High Impact: Unlike traditional ad campaigns, meme marketing requires minimal production costs.
Memes are not just for humor; they are powerful tools for creating brand engagement, driving conversations, and influencing purchasing decisions. When used effectively, they can position a brand as culturally relevant, giving it a stronger voice in the digital space.
Case Study: Wendy’s Twitter and Meme Marketing
Wendy’s has mastered the art of meme-based marketing, making its Twitter account one of the most entertaining and engaging among fast-food brands.
How Wendy’s Uses Memes and Humor to Drive Engagement
🔥 Playful Brand Persona:
Wendy’s tweets are bold, sarcastic, and often take playful jabs at competitors like McDonald’s and Burger King. This fearless humor has earned them a loyal social media following.
💬 Interactive Roast Sessions:
One of Wendy’s most successful social campaigns was its “National Roast Day,” where it invited users to send tweets asking to be roasted. Wendy’s responded with hilarious, savage replies, earning millions of interactions.
📢 Real-Time Meme Adaptation:
Wendy’s quickly adopts trending memes, inserting the brand into viral conversations without feeling forced.
Example Tweet:
User: “How do I get a Wendy’s follow?”
Wendy’s: “Step 1: Be funny. Step 2: We’ll notice you. Step 3: Oh wait, you didn’t make it past step 1.”
Results of Wendy’s Meme Marketing Strategy
✅ Massive Engagement: Wendy’s Twitter strategy has led to millions of likes, shares, and comments.
✅ Brand Loyalty: By adopting an edgy, entertaining persona, Wendy’s has built a strong emotional connection with younger audiences.
✅ Competitive Edge: Its playful rivalries with other brands have made it more culturally relevant than competitors.
Key Takeaway: Brands that embrace meme culture with an authentic, playful tone can create deep audience engagement and build a strong digital personality that stands out.
How Brands Can Leverage Meme Culture for Marketing
1. Stay Updated on Trending Memes and Adapt Quickly
Memes have a short lifespan—using outdated meme formats can make a brand look out of touch.
Best Practices:
🔹 Follow meme-focused accounts and subreddits (e.g., /r/memes, @knowyourmeme).
🔹 Monitor Twitter trends and TikTok’s “For You” page for viral content.
🔹 Ensure brand relevance before jumping on a meme trend—forced participation can backfire.
💡 Example: In response to the “Is it cake?” meme trend, brands like Dunkin’ Donuts humorously posted images of real donuts beside hyper-realistic cake versions, prompting users to guess which was real.
2. Maintain Brand Alignment in Meme Marketing
Memes should feel natural to the brand’s identity—not every meme will fit every company’s image.
Dos and Don’ts:
✅ Do:
✔ Use memes that match your brand’s tone (e.g., playful for B2C, witty for B2B).
✔ Adapt meme formats to fit product messaging (e.g., use “Distracted Boyfriend” to showcase product comparisons).
✔ Be subtle in branding—memes work best when they don’t feel like traditional ads.
🚫 Don’t:
❌ Force meme formats into corporate language—it kills authenticity.
❌ Use politically or culturally sensitive memes that may alienate audiences.
❌ Overuse meme marketing—excessive meme posting can dilute brand credibility.
💡 Example: Tesla’s CEO Elon Musk regularly shares meme-based marketing tweets, reinforcing Tesla’s tech-savvy, fun personality.
Case Study: Duolingo’s TikTok Engagement with Meme Humor
Duolingo has perfected meme-driven marketing on TikTok, turning its mascot (Duo the Owl) into a viral character.
How Duolingo Uses Meme Humor to Engage Users
🎭 Mascot-Driven Comedy:
Duolingo’s TikTok videos feature Duo the Owl engaging in over-the-top antics, like stalking users who don’t complete their lessons.
📈 Leveraging Trending Sounds:
Instead of relying on traditional ads, Duolingo jumps on TikTok trends (dance challenges, reaction videos, viral sounds) to stay relevant.
💡 Example:
A viral Duolingo TikTok video featured:
📌 Duo the Owl banging on users’ doors as an exaggerated reminder to complete their language lessons.
📌 The use of a trending sound that humorously intensified the situation.
📌 A flood of comments from users laughing and engaging with the brand.
Results of Duolingo’s Meme-Based Strategy
✅ Massive TikTok Growth: Millions of followers, high engagement rates, and increased app downloads.
✅ Cult-Like Following: Users now associate the Duolingo Owl with comedy, making them excited to engage with the brand.
✅ Organic Brand Mentions: Fans create their own memes featuring Duo, providing free marketing.
Key Takeaway: Brands that develop a unique, humorous character or brand mascot can build strong, meme-driven engagement on social platforms.
Encouraging User-Generated Memes for Brand Engagement
Meme culture thrives when users participate and contribute. Brands can invite audiences to create their own humorous content, reinforcing brand engagement.
Strategies to Encourage User-Generated Meme Content:
🔹 Create Hashtag Challenges: Brands can start meme-based challenges encouraging users to share funny brand-related content.
🔹 Run Caption Contests: Post an image and ask users to submit their funniest captions.
🔹 Use Interactive Polls & Reaction Memes: Ask users which meme format best represents a product.
💡 Example: A fitness brand launched the “Gym Struggles” meme challenge, asking users to submit workout-related meme jokes. The campaign generated thousands of UGC posts, increasing brand visibility.
Cause-Related Marketing with Humor: Engaging Audiences Without Losing the Message
How Humor Can Drive Social Impact
Cause-related marketing focuses on aligning a brand with a social or environmental cause while fostering positive change. When humor is incorporated into these campaigns, it helps break down resistance, humanize serious topics, and increase engagement.
However, balancing humor and sensitivity is crucial. Unlike traditional marketing, where humor is purely for entertainment, cause-related humor must educate, inspire action, and maintain respect for the issue at hand.
Why Humor Works in Cause-Based Marketing
✅ Increases Message Retention: People remember funny content more than serious messages.
✅ Reduces Psychological Resistance: Humor makes difficult topics easier to digest and less intimidating.
✅ Encourages Sharing: A well-crafted humorous campaign is more likely to go viral, amplifying awareness for the cause.
✅ Humanizes the Brand: Consumers appreciate brands that can tackle important issues with a relatable, lighthearted tone.
However, misusing humor in social advocacy can make a brand seem tone-deaf. The key is balance—using humor to engage without undermining the importance of the issue.
Case Study: Ben & Jerry’s Social Advocacy Campaigns
Ben & Jerry’s has mastered the art of blending humor with activism, using witty, lighthearted storytelling to advocate for causes such as climate change, racial justice, and LGBTQ+ rights.
How Ben & Jerry’s Uses Humor in Advocacy
1️⃣ Cleverly Named Products
Ben & Jerry’s introduces ice cream flavors that support activism with humorous yet powerful names.
💡 Examples:
- “Save Our Swirled” → A campaign for climate change awareness.
- “Justice ReMix’d” → Advocating for criminal justice reform.
- “Empower Mint” → Supporting voting rights and democracy.
These lighthearted names help spark conversations about serious topics, making them approachable without trivializing the issues.
2️⃣ Witty Social Media Commentary
Ben & Jerry’s frequently tweets and posts humorous, clever takes on political and environmental issues, often using sarcasm and pop culture references to make a point.
💡 Example: During an election year, they posted:
“If only voting was as easy as eating ice cream… oh wait, it kind of is—just do it!”
This engaging, conversational tone ensures that their advocacy doesn’t feel preachy but still makes a strong impact.
3️⃣ Humorous Activism Events & Merch
Ben & Jerry’s hosts live events and sells merchandise supporting their causes, often incorporating humor.
💡 Example: They once created a giant melting ice sculpture of the planet to symbolize climate change, inviting people to watch it “slowly disappear” over time.
The event was humorous yet deeply impactful, as the visual metaphor resonated with audiences.
Results of Their Cause-Based Humor Strategy
✅ Strong Brand Loyalty: Consumers feel aligned with Ben & Jerry’s values and sense of humor.
✅ Viral Awareness: Their campaigns consistently generate social media buzz.
✅ Increased Action: They have successfully mobilized people to sign petitions, donate, and get involved in advocacy movements.
Key Takeaway: Using humor in cause marketing can make serious issues more engaging and memorable—without losing the core message.
Strategies for Balancing Humor and Seriousness in Cause Marketing
Using humor in cause-based marketing requires careful execution. Brands must ensure their message stays impactful and avoids diminishing the gravity of the issue.
1. Use Satire to Highlight Contradictions in Social Issues
Satire is a powerful tool for exposing societal flaws. When done correctly, it encourages people to rethink their perspectives while still being entertaining.
💡 Example: A campaign against fast fashion featured an ad showing a “limited-time sale” on “Disposable Clothes—Buy Today, Trash Tomorrow!”
👉 This mocked unsustainable consumerism, making people laugh while highlighting the environmental impact of fast fashion.
✅ Best Practices for Satire in Cause Marketing:
✔ Keep it lighthearted but thought-provoking.
✔ Avoid targeting specific individuals or groups negatively.
✔ Ensure the humor reinforces the message rather than distracting from it.
2. Make Messages Relatable Through Lighthearted Storytelling
People engage more when they see themselves in the message. Brands can use humorous real-life scenarios to make causes feel personal.
💡 Example: A water conservation campaign ran an ad showing:
🚿 A person standing in the shower for so long that:
- They grow a beard.
- Their pets move out.
- Their friends assume they’ve disappeared.
The final message? “Save water. Short showers. Or start charging rent for your bathtub.”
✅ Why This Works:
✔ It’s funny but relatable—everyone has taken long showers before.
✔ It connects a personal habit to a global issue.
✔ It delivers the message without being judgmental.
3. Keep Humor Positive and Non-Offensive
Humor should never belittle the cause. Instead, it should uplift, inspire, and motivate action.
🚫 What to Avoid:
❌ Jokes that mock victims of the issue.
❌ Humor that trivializes the problem.
❌ Cultural insensitivity or punching down at marginalized groups.
✅ What Works:
✔ Self-deprecating humor → Brands making fun of their own small contributions to the cause can be engaging.
✔ Humor directed at universal experiences → Jokes about human habits, exaggerated situations, or everyday struggles work best.
✔ Hopeful humor → Campaigns that end on a positive note encourage action rather than leaving people feeling hopeless.
💡 Example: A Recycling Campaign
Instead of shaming people for not recycling, a campaign humorously portrayed trash cans rejecting non-recyclables like a dating app (“Swipe left on that plastic bag!”).
👉 It made recycling fun rather than guilt-driven, increasing participation.
Case Study: Humor in Cause-Based Marketing – Sustainability & Recycling
A sustainability-focused brand wanted to educate people on the importance of recycling. Instead of a dry educational campaign, they created a playful, humor-driven approach.
How They Used Humor Effectively
🗣 Talking Trash (Literally)
They designed animated recycling bins that “talked back” when people tried to throw the wrong items in them.
💡 Example: A user tries to throw a pizza box in the recycling bin.
♻ The bin responds: “Ew! Greasy pizza boxes? You’re better than this, Karen.”
🚀 Gamified Social Media Challenge
They launched a #RecycleRight challenge, where users submitted funny “trash confessions” (like items they accidentally threw in the wrong bin).
✅ Results of the Campaign:
✔ Increased recycling participation by 40%.
✔ Viral social media engagement from people sharing their trash “fails”.
✔ Positive brand association—people remembered the campaign without feeling guilt-tripped.
Immersive Humor with AR, VR, and Interactive Ads: The Future of Engagement
Why AR and VR Are Changing the Game in Marketing
Augmented Reality (AR) and Virtual Reality (VR) have redefined digital engagement, allowing brands to create interactive, immersive, and humorous experiences that capture attention far more effectively than traditional advertising.
Unlike static or video-based ads, AR and VR actively involve the user, making them feel like they are part of the joke rather than just watching it. This participatory aspect strengthens brand recall, increases engagement time, and enhances the overall customer experience.
How Humor Elevates AR and VR Marketing
✅ Encourages Active Participation → Users are more likely to engage with funny AR/VR content compared to traditional ads.
✅ Creates Shareable Experiences → Comedic AR filters, VR games, and interactive stories increase social media shares and brand awareness.
✅ Reduces Advertising Fatigue → Unlike passive ads, humorous AR/VR experiences feel entertaining rather than intrusive.
✅ Enhances Emotional Connection → Humor builds positive associations with the brand, making users more likely to remember and trust it.
Case Study: Burger King’s “Burn That Ad” Campaign – Using AR for Interactive Humor
Concept
Burger King took a playful jab at its competitors by launching an AR-powered mobile experience called “Burn That Ad”.
Users could scan any competitor’s advertisement (e.g., McDonald’s or KFC posters) through the Burger King app, and the ad would appear to “burn away” in flames, revealing a Burger King coupon for a free Whopper underneath.
Why This Was a Genius Use of Humor in AR
🔥 Playful Rivalry → The campaign used harmless humor to poke fun at competitors while offering a reward.
📱 Increased App Downloads → To access the AR feature, users had to download the Burger King app, boosting app engagement.
😂 Memorable Brand Experience → Users got a laugh out of “burning” competitor ads, creating a fun and shareable moment.
📊 Real-World Impact → The campaign was widely shared on social media, increasing Burger King’s visibility and leading to a significant boost in store visits.
Key Takeaway:
AR humor can transform a simple promotion into an interactive, viral experience that resonates with consumers.
How Brands Can Implement Humor in AR/VR Marketing
1. Develop AR Filters with a Humorous Twist
Social media platforms like Snapchat, Instagram, and TikTok have made AR filters mainstream, allowing brands to create funny, interactive experiences at scale.
💡 Examples of AR Humor Filters in Marketing:
🎭 Funny Face Distortions → A cosmetic brand could create a filter that shows exaggerated makeup fails, humorously promoting their long-lasting products.
👽 Character Transformations → A sci-fi movie campaign could let users see themselves as an alien with hilarious facial reactions.
🍔 Playful Food Filters → A fast-food chain could launch a filter where users’ mouths get bigger the hungrier they look, ending with a coupon for a meal deal.
✅ Best Practices for AR Filters in Marketing:
✔ Keep it simple and easy to use.
✔ Ensure the humor aligns with the brand’s personality.
✔ Include a social-sharing component to increase reach.
📌 Example: Taco Bell’s Snapchat AR Filter
Taco Bell released a hilarious AR filter that turned users’ faces into giant tacos. The filter went viral, with over 224 million views in just one day—one of the most successful branded AR campaigns ever.
2. Create Engaging VR Storytelling Experiences with Comedic Elements
VR provides a fully immersive environment, making it ideal for humor-driven storytelling. Brands can take users on comedic journeys, creating memorable brand interactions that go beyond typical advertisements.
💡 Examples of VR Humor in Marketing:
🎬 Comedic Virtual Tours → A travel company could create a VR tour led by a funny, animated tour guide that reacts sarcastically to bad vacation decisions.
🎮 Gamified Experiences → A sportswear brand could design a VR game where players dodge ridiculous “fashion fails” before picking the perfect workout outfit.
🐶 Mascot-Based Adventures → A pet food company could create a VR world where users navigate life from a dog’s hilarious perspective—sniffing everything in sight!
📌 Example: Old Spice’s “Youland” VR Experience
Old Spice launched a bizarre and comedic VR game called “Youland”, where players navigated a crazy world full of absurd challenges and weird characters—all reflecting Old Spice’s signature humor.
Results:
✅ Kept users engaged for extended periods, increasing brand recall.
✅ Created viral social media buzz, reinforcing Old Spice’s reputation for quirky, humorous marketing.
Best Practices for Humor in VR Storytelling
✔ Keep the experience fun, not frustrating—users should enjoy interacting with the brand.
✔ Use humor that reflects the brand’s identity.
✔ Make it short and engaging—long VR experiences may cause fatigue.
3. Use Gamification to Keep Audiences Entertained While Interacting with Your Brand
Gamification enhances humor-driven marketing by making brand interactions feel like a game. This boosts engagement and encourages users to spend more time interacting with content.
💡 Examples of Gamified Humor in Marketing:
🏆 Funny Challenges → A fitness brand could create an AR game where users try to do jumping jacks while wearing virtual clown shoes.
🎯 Branded Comedy Quizzes → A coffee brand could make a quiz titled “What type of coffee drinker are you?” with humorous results.
😂 Interactive Decision-Based Storytelling → A fast-food brand could launch a “Choose Your Own Food Adventure” game, letting users make ridiculous food combinations and win prizes.
📌 Example: M&M’s AR Game Campaign
M&M’s launched an AR-powered mobile game where users had to “catch” falling M&Ms in a fun, cartoonish world. The lighthearted, silly experience led to high user engagement and brand interaction.
✅ Key Takeaway:
Gamification + humor keeps users entertained while seamlessly promoting brand messaging.
Case Study: IKEA’s AR-Driven Humorous Product Demonstrations
IKEA uses AR humor to educate and entertain customers while helping them visualize how furniture fits in their homes.
How IKEA Made AR Shopping Entertaining
🔹 Exaggerated Proportions: IKEA’s AR app allowed users to place humorously oversized furniture in their homes, making it obvious when a piece didn’t fit.
🔹 Interactive Customization: Users could swap out furniture colors and styles, sometimes seeing joke options like “rainbow glitter edition”.
🔹 Animated Reactions: If a user placed too many items in one room, the app humorously made the virtual furniture topple over.
Results:
✅ Increased app downloads and user engagement.
✅ Helped customers make better shopping decisions in a fun way.
✅ Showcased IKEA’s personality as a playful, customer-friendly brand.
Key Takeaway:
Adding humor to AR tools makes digital shopping more interactive, engaging, and memorable.
Key Considerations and Challenges in Humor Marketing
Humor is one of the most powerful tools in marketing, but it comes with risks and challenges. A joke that lands well can increase engagement and brand loyalty, but one that falls flat—or worse, offends—can cause reputational damage, alienate audiences, and lead to public backlash.
To maximize the effectiveness of humor while minimizing risks, brands must carefully consider audience preferences, cultural sensitivities, and brand alignment before integrating humor into their marketing strategies.
1. Understanding Your Audience: The Foundation of Effective Humor
Humor is highly subjective—what one person finds hilarious, another might find confusing, cringeworthy, or even offensive. This is why understanding your audience is crucial before launching humor-based campaigns.
A. How Audience Demographics Influence Humor
Different age groups, cultures, and social backgrounds perceive humor in unique ways. A joke that resonates with Gen Z on TikTok may not have the same impact on Baby Boomers reading an email newsletter.
For example, younger audiences tend to engage with meme-based, absurdist, or self-aware humor, while older demographics may prefer classic, lighthearted jokes or storytelling-based humor. Understanding these preferences helps tailor humor in a way that resonates with the intended audience rather than missing the mark.
B. Industry Matters: What Works in One Sector May Not Work in Another
Not all industries benefit from humor equally. While brands in entertainment, fashion, and food can often use humor freely, financial, healthcare, and legal industries require a more careful, balanced approach.
For instance, a fast-food brand can thrive on playful, sarcastic, or meme-driven humor (e.g., Wendy’s Twitter strategy). On the other hand, a law firm using humor must tread carefully, as humor that feels too informal could undermine professionalism and trust.
C. Testing Humor Before Launching
Because humor can be risky, brands should test their comedic messaging before releasing it to a wide audience.
✅ Use Focus Groups → Gather feedback on humor-based ads before public release.
✅ A/B Testing → Test multiple versions of humorous content to see which resonates better.
✅ Monitor Early Reactions → If humor is not landing well in early rollouts, adjust the campaign before scaling.
📌 Example: Pepsi’s 2017 ad featuring Kendall Jenner attempted to use humor and activism but was widely criticized as tone-deaf. A small focus group test could have prevented the backlash.
2. Aligning Humor with Brand Identity: Staying Consistent and Authentic
Not all brands need to be funny. In fact, forcing humor into a brand that has never been humorous can feel awkward or even damage credibility.
A. The Importance of Brand Consistency
🔹 A brand that has historically been serious and professional cannot suddenly switch to meme-driven humor without confusing its audience.
🔹 Humor must align with the brand’s core values and personality.
For instance, a brand like Wendy’s, known for its playful and sarcastic online presence, can freely use edgy humor. However, a luxury brand like Rolex would likely stick to subtle, witty elegance rather than meme-based humor.
📌 Example:
Wendy’s Twitter is famous for its sarcastic and sassy humor, but if a serious brand like Tesla suddenly started posting memes, it might confuse audiences.
B. When Humor Contradicts Brand Values
Humor should never compromise the brand’s integrity.
🚫 Example of a Misalignment:
- Dove, known for its empowering body positivity campaigns, would likely face backlash if it released an ad mocking beauty standards in a way that seemed dismissive.
✅ Example of Successful Alignment:
- Nike, a brand focused on motivation and performance, uses humor sparingly but effectively—often in the form of lighthearted athlete bloopers or motivational humor.
Key Takeaway: Brands should stay true to their core message and use humor in a way that enhances their existing identity.
3. Cultural Sensitivity and Ethical Considerations in Humor Marketing
Humor does not translate the same way across different cultures. What is funny in one country may be offensive in another.
A. How Humor Varies Across Cultures
Humor is deeply influenced by cultural norms and values. In the United States and UK, sarcasm and self-deprecating humor are widely appreciated. However, in Japan, humor often takes a more exaggerated and playful approach, while in Middle Eastern and Asian cultures, respect-based humor is preferred over direct sarcasm.
A brand that fails to account for these cultural differences risks misinterpretation and backlash.
B. Avoiding Unintended Offense in Global Markets
🚨 Common Mistakes to Avoid:
❌ Jokes about gender, race, or religion → High risk of alienation and backlash.
❌ Slang that doesn’t translate well → Some phrases may have different meanings in other languages.
❌ Sarcasm in regions where it’s less common → In some cultures, sarcasm can be misinterpreted as genuine rudeness.
✅ Best Practices for Culturally Aware Humor:
✔ Test international campaigns with native speakers.
✔ Use humor that is universally understood (visual gags, lighthearted exaggeration).
✔ Double-check translations to ensure jokes maintain their intended meaning.
📌 Example: McDonald’s once ran an ad in China featuring an old man humorously begging for a burger discount. However, this violated cultural norms around respect for elders, leading to a negative reaction.
Final Thoughts on Humor in Marketing
Humor is a powerful tool when executed correctly, but it must be carefully aligned with audience expectations, brand identity, and cultural sensitivities.
Key Takeaways:
✅ Understanding the audience ensures humor lands effectively.
✅ Consistency with brand identity maintains trust and credibility.
✅ Cultural awareness and ethical considerations prevent PR disasters.
✅ Testing humorous content before launching minimizes risks.
By carefully balancing wit, relevance, and authenticity, brands can use humor to strengthen customer connections, create memorable interactions, and increase engagement without alienation or controversy.
FAQs: Humor in Marketing (2025 Guide)
1. Why is humor important in marketing?
Humor helps brands stand out by making content more engaging, relatable, and shareable. It creates an emotional connection with audiences, leading to higher recall and stronger brand loyalty. People are more likely to interact with content that makes them laugh, which increases reach without relying heavily on paid ads.
2. What types of humor work best in marketing?
The best type of humor depends on the brand and audience. Some of the most effective styles include:
- Self-deprecating humor – Brands poke fun at themselves in a lighthearted way.
- Sarcasm & wit – Works well for brands with an edgy personality (e.g., Wendy’s Twitter).
- Relatable humor – Everyday experiences that customers can identify with.
- Pop culture & meme humor – Tapping into viral trends.
- Wordplay & puns – Simple but effective humor for captions and slogans.
3. Which industries can use humour in marketing?
Almost any industry can use humor, but it works best in entertainment, retail, food & beverage, and social media-driven brands. However, finance, healthcare, and legal sectors need to use humor carefully to maintain credibility and professionalism.
4. How can brands avoid offensive humor?
To prevent humor from backfiring:
- Avoid jokes about politics, religion, gender, and sensitive social issues.
- Test humor with a diverse focus group before launching.
- Keep the humor light and relatable, not personal or divisive.
- Be aware of cultural differences when running global campaigns.
5. Can humor work in B2B marketing?
Yes! While B2B marketing is typically more formal, light humor can make content more engaging. Examples include:
- Clever LinkedIn posts with industry-related jokes.
- Funny email subject lines to increase open rates.
- Humorous explainer videos that simplify complex topics.
Brands like Mailchimp, Slack, and HubSpot successfully use humor to make B2B communication more engaging and less corporate.
6. How does humor affect engagement on social media?
Humor makes people more likely to share, comment, and interact with a brand’s content. Funny posts often receive higher engagement rates than traditional promotional content.
Platforms where humor performs well:
- TikTok & Instagram – Short-form funny videos and meme-based humor.
- Twitter (X) – Witty, sarcastic brand responses.
- Facebook & LinkedIn – Lighthearted humor for broader audiences.
7. What are examples of brands that use humor well?
Some brands known for successful humor marketing include:
- Wendy’s – Sharp, sarcastic Twitter comebacks.
- Old Spice – Over-the-top, quirky TV ads.
- Duolingo – Meme-heavy, self-aware TikTok strategy.
- Dollar Shave Club – Funny, relatable video ads.
- Skittles – Random, absurd humor in commercials.
These brands have built loyal followings by consistently using humor that fits their brand voice.
8. How can small businesses use humor in marketing?
Small businesses can use humor without a big budget by:
- Creating funny, relatable social media posts.
- Using humor in email subject lines to increase open rates.
- Adding witty product descriptions to e-commerce listings.
- Responding to customer comments with playful humor.
- Collaborating with local influencers for comedic content.
Consistency is key—a brand should develop a humor style that aligns with its identity and stick to it.
9. What are the risks of using humor in marketing?
While humor can be a powerful tool, it also has risks:
- Jokes can fall flat – If the humor isn’t understood, it may not engage the audience.
- Backlash from offensive content – Poorly executed jokes can hurt a brand’s reputation.
- Humor distracting from the message – If a joke is too strong, people might remember the humor but forget the brand or product.
- Not everyone finds the same things funny – Humor is subjective, so brands must test different styles.
10. Should brands use AI-generated humor in marketing?
AI can assist with humor marketing, but it should not replace human creativity.
🔹 Pros: AI can analyze trends, generate meme ideas, and personalize humor for different audiences.
🔹 Cons: AI lacks emotional intelligence and may miss cultural nuances, leading to jokes that don’t land well.
AI tools can help brainstorm funny content, but brands should always have human oversight to ensure humor aligns with their voice.
11. Can humor work in email marketing?
Yes! Humor in emails increases open rates and engagement. Some effective strategies include:
✅ Funny subject lines (e.g., “We saw you eyeing that item… your shopping cart told us.”)
✅ Witty preview text to encourage clicks.
✅ Light humor in product recommendations.
Brands like Chubbies and Moosejaw use humorous email marketing to keep customers entertained while promoting products.
12. How does humor improve brand recall?
Humor activates emotional memory, making people more likely to remember a brand. When people laugh, their brains form stronger associations with the brand. This increases:
- Brand recognition – People recall the joke and associate it with the brand.
- Repeat engagement – Customers seek out brands that entertain them.
- Word-of-mouth marketing – Funny content is more likely to be shared.
A well-crafted humorous campaign can leave a lasting impression, helping a brand stand out in a competitive market.
13. How can brands use humor without losing professionalism?
For brands that need to maintain a professional image, humor can still work in subtle ways:
✔ Light wordplay in ad copy (e.g., clever taglines).
✔ Witty social media captions that show personality without being unprofessional.
✔ A warm, conversational tone in customer service responses.
✔ Humorous case studies or industry insights to keep content engaging.
Even industries like finance and law can use light, tasteful humor to make content feel more relatable.
14. Is it better to use visual humor or written humor in marketing?
It depends on the platform and audience.
🎭 Visual humor (memes, GIFs, video content) → Works best on TikTok, Instagram, YouTube, and Twitter.
✍ Written humor (witty captions, funny email copy, wordplay) → Effective for web content, emails, and print ads.
A mix of both is ideal—brands should experiment with different formats to see what resonates most with their audience.
15. What are the best platforms for humor-driven marketing?
Some platforms are better suited for humor than others:
📌 TikTok & Instagram Reels → Great for short-form funny videos and memes.
📌 Twitter (X) → Ideal for witty, sarcastic brand interactions.
📌 YouTube → Works well for humorous commercials or explainer videos.
📌 Facebook & LinkedIn → Better for lighthearted humor and industry-friendly jokes.
The platform choice depends on where the target audience spends time and how they engage with content.