MEMETIC WORTH

BASIC MEMETIC THEORY

The memetic theory is based on the concept that information, whether an idea, thought, phrase, song or collection of these is analogous to a gene, in that it is a replicator and it’s primary function to duplicate itself correctly and repeatedly. This suggests that ideas want to grow and survive, and face the same ‘survival of the fittest’ game that genes play. This theory is the basis for ‘word-of-mouth’ campaigns, viral and tactical marketing techniques and is the reason that some jokes and anecdotes survive generations, while others disappear.

The highly successful Lucky Strike Brand Introduction Parties were a perfect example of how this theory works in application. A select group of individuals drawn from varied segments were taken on a journey through brand values and aspirational themes that are associated with the brand. They then became the ‘carriers’ of this information, and in talking to their friend networks, spread the brand values and core principles of the brand. This happened at dinner time, the nite club rendezvous or the Monday morning office smoke break. By targeting a few individuals, the brand was able to spread their desired message to and through entire segments, allowing the natural flow of information to occur and reaping the rewards by achieving their required market penetration.




By drawing people from so many segments that normally do not interact freely, the memetic worth of D.I.F.F. is massive. In a small contained environment like Durban, the Festival allows people to cross boundaries without being aware, and increases the chances of them meeting new and interesting people.

In doing so, the field is created for an exchange of ideas, venturing of new projects and networking opportunities. Events like D.I.F.F. provide the ideal circumstances for memetic exchange, crossing existing network boundaries and allowing ideas to roam from segment to segment. It’s also the ideal platform to launch creative ventures and to add weight to existing ones, seeding segments that are usually difficult to reach.