From the academic archive. Fiona’s original academic writing. Views are personal and do not represent King’s College London. Historical examples, proposals and opinions retain their original context. Formatting has been repaired; original wording and references are preserved. Any editorial clarification is labelled separately.
Original submission details

Original title: Did Jet2 Meme to go Vital? 🛩️

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The original question / King’s College London

2.8 Analyse a social media post

The article by Lin, Swarna and Bruning (2017) that was referenced below includes a helpful checklist for social media posts.

Use the checklist to do a short analysis of a social media post by a brand of your choice. Write a short (150–200 words) analysis in the discussion below on the extent to which the social media post covers some of the checklist items. You do not need to answer all the questions in the checklist – pick a few (3–5) to concentrate on.

Course task reproduced as context. The response below is Fiona’s independent academic work. KEATS source ↗ (university access required).

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Fiona’s response

The Jet2 “Nothing beats a Jet2 holiday” meme in 2025 feels like it slipped out of the brand’s control but somehow turned into a win. The jingle was catchy, and once TikTok users slapped it over clips of rainy beaches, chaotic airports, and kids screaming on flights, it became hilarious. That checks the box of being vivid and entertaining (Lin, Swarna and Bruning (2017) list).

Jet2 barely lifted a finger. It was like the campaign was running while they were asleep. They ended up with millions of people pushing their brand for them. TikTok alone saw more than a million and a half videos using the sound, and then mainstream media jumped on it too. That’s exponentially growing exposure money usually can’t buy.

Now sure, it makes Jet2 look cheap. The whole meme positions them as the bargain-bin holiday option. But that actually works in their favor. People love a good deal, and the meme basically is about “affordable holidays” And it had immense reach. It put Jet2 exactly where their target market lives and that’s extensive (Lin, Swarna and Bruning, 2017).

Jet2’s campaign covers many of the checklist items: vivid, entertaining, interactive, and personalized. Its biggest strength is in embracing user-driven interaction and irony. On the flip side, the ambiguity and controversial nature may risk alienating some, especially in contexts or cultures less comfortable with self-deprecation or parody but Brits love it so “Book now with Jet2holidays.”

References.

  1. No references were listed in the original contribution.
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