Pop culture isn’t just entertainment—it’s a social currency. Brands that get it don’t just ride the wave… they surf it with purpose. Here are 5 moments where pop culture wasn’t just a backdrop, but an active part of a marketing strategy—and the results speak for themselves.
1. Balenciaga x The Simpsons: When Luxury Became a Meme (On Purpose)
What Happened:
In 2021, Balenciaga launched an animated runway show with The Simpsons at Paris Fashion Week. Homer, Marge, and even Moe walked the runway in actual Balenciaga clothes, in a short film that went viral.
Why It Was Brilliant Marketing:
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Balenciaga took an iconic cultural symbol and turned it into a global event.
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It was a branded content strategy, not just an ad.
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It generated headlines in fashion, entertainment, and digital culture.
Results:
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A 38% increase in online searches for the brand after the event.
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Positioned Balenciaga in the cultural conversation without losing its air of exclusivity.
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Organic virality + memes = awareness without traditional ad spending.
2. Rihanna at the Super Bowl: Performance Sponsored (And Dominated) by Fenty Beauty
What Happened:
Rihanna made her return to the stage at the 2023 Super Bowl halftime show. But the real star was her makeup brand: Fenty Beauty appeared front and center when she touched up her lips mid-performance.
Why It Was a Strategic Use of Pop Culture:
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Rihanna turned the most-watched stage of the year into a subtle advertising activation.
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No one said “ad,” but everyone searched for that gloss.
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She leveraged her public image + Super Bowl hype to drive sales.
Results:
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Fenty Beauty saw an 833% search spike after the show.
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Lipstick sales doubled within 24 hours.
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The brand became even more closely associated with empowerment, style, and boldness.
3. IKEA x Game of Thrones: Jon Snow’s Viral Rug Coat
What Happened:
A costume designer revealed that the cloaks worn by the Night’s Watch members in Game of Thrones were made from IKEA rugs. The brand didn’t miss the chance to post a real tutorial on how to make your own “Jon Snow cloak” with an IKEA SKOLD rug.
Why It Was Smart Marketing:
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Instead of shying away from the joke, IKEA leaned into it and built goodwill.
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They connected with fans of one of the most-watched shows in history.
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The humor was the vehicle, but the product (the rug) was real.
Results:
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The tutorial was shared by major outlets like BuzzFeed and The Guardian.
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It aligned IKEA with creativity, adaptability, and approachability.
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IKEA showed agility in marketing and humanized the brand.
4. Crocs x Bad Bunny: From Ridiculed to Coveted
What Happened:
In 2020, Crocs launched a limited-edition collaboration with Bad Bunny. The design featured colorful Jibbitz charms, and the shoes sold out in less than 20 minutes.
Why It Was a Strategic Move:
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Bad Bunny was already a style icon with a unique, unconventional fashion sense.
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Crocs used his cultural relevance to reshape their own narrative.
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They turned the “ugly-cool” trend into a viral product.
Results:
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Global sell-out and resale prices shot up.
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Perception of Crocs changed from “nurse shoes” to a fashion statement.
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Younger generations started seeing Crocs as a must-have.
5. McDonald’s x Travis Scott: The Combo That Became a Drop
What Happened:
McDonald’s launched a “Travis Scott Meal” in 2020. It was a classic burger with a customization, but the real magic was turning it into a limited-edition cult collaboration. Employees even mimicked Travis’ phrase “It’s lit!”
Why It Was Culture Pop Used Strategically:
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Travis didn’t just lend his name: he activated his fanbase.
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McDonald’s became part of streetwear and music culture.
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They turned an ordinary meal into a hyped-up drop.
Results:
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A 4.6% increase in quarterly sales in the U.S.
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Official merch sold out (t-shirts, posters, etc.).
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McDonald’s was seen as more than just a fast food brand; it became a cultural participant.