Should Your Brand Jump on Viral Trends? Lessons from the Coldplay CEO Kiss Cam Viral Video

If you’ve been on the internet in the last week, you’ve probably seen it: the now-infamous Coldplay CEO kiss cam moment. During a concert, a camera captured a very awkward interaction between a tech CEO and his HR chief. The twist? They weren’t married… to each other. The twist? They weren’t married… to each other.

The video exploded. We’re talking 90+ million views, endless memes, and even real-world consequences like resignations and company turmoil. Naturally, brands saw an opportunity. Within hours, companies like StubHub and Tesla were jumping in with clever posts and memes.

Naturally, a bunch of other brands wanted in on the action too. But here’s the real question: As a brand, freelancer, or business owner… should you join in on viral trends like this?

There’s a lot to think about. On one hand, trends can get you seen by a ton of people. On the other, they can totally flop, or worse, completely backfire.

In this post, we'll explore the pros, cons, ethical implications, and smart ways to approach trend-based content using real examples from brands that succeeded, failed, and everything in between.

What Is Trendjacking? (And Why Brands Do It)

You're scrolling through social media during your morning coffee, and suddenly everyone's talking about the same thing: The Coldplay "Kiss Cam" incident. The awkward clip exploded across TikTok, X (formerly Twitter), and Instagram, racking up millions of views as internet sleuths worked to identify the couple.

People quickly figured out their names, job titles, and companies. Memes flooded every feed. Some praised the comedic timing. Others raised serious questions about privacy and ethics. Meanwhile, the company involved launched an internal investigation, the CEO stepped down, and now… well, it’s a full-blown internet saga.

But the virality didn’t stop at memes. Brands quickly started to create viral content around it too, using the moment for witty engagement boosts.

This is what marketers call trendjacking.

What Is trendjacking, anyway?

Trendjacking is when a brand or creator creates content by tapping into a trending topic, event, or cultural moment. It's also called reactive content: responding to what’s happening in the world right now to be part of the conversation.

Why viral trends tempt brands (especially small ones)

Simple: visibility.

The appeal is obvious, especially for smaller businesses and solo entrepreneurs:

• ‍It's essentially free advertising. When millions of people are already talking about something, a clever response can get you exposure that would normally cost thousands in ad spend.
• ‍It shows you're culturally aware. Jumping on trends signals that your brand isn't stuck in 2019—you're plugged into what's happening right now.
• ‍It can humanize your brand. A well-timed, funny response to a viral moment can make your company feel more relatable and less corporate.
• ‍The algorithm loves it. Social media platforms prioritize trending content, so your trendjacking post is more likely to be seen than your regular content.
• ‍You can move faster than big companies. While huge corporations are running ideas through legal teams and approval committees, you can craft and publish a response in minutes.

But before you ride the wave, you’ve got to ask: Is this trend actually right for me?

The Coldplay CEO cam moment: funny or problematic?

When something goes viral, it’s tempting to join the party. And you start thinking: "Can we post something about this?"

Let's be honest... the video was entertaining. We laughed, we shared, we talked about it.

But beneath the laughter was a very real human story with marriages likely affected, reputations damaged, employees caught in the chaos and people possibly losing their jobs.

Some marketers saw this and said: “Let’s turn it into content!”

Others asked: “Should we?”

So, before you start crafting that clever meme about the next viral moment, let's talk about the pros and cons of trendjacking:

The Risks of Jumping on Trends

Just because something is viral doesn’t mean it's good for your brand. In fact, misusing a trend can backfire in subtle but important ways, such as:

‍Risk #1: You're playing with real people's lives

‍Here's the uncomfortable truth that many don't want to discuss: viral moments often involve real human beings facing real consequences. The Coldplay incident wasn't just content, it was someone losing their job, families being torn apart, and employees wondering about their future.

When you create marketing content around these moments, you're essentially profiting from someone else's crisis. That married CEO and HR director? They have spouses, children, and 400+ employees whose lives were affected by this moment going viral.

Risk #2: You might get the tone wrong

Get the tone wrong, and the internet will remember forever. We live in an age of screenshots and viral backlash. That "clever" post you thought would boost engagement could become your brand's biggest PR nightmare.

The internet is littered with brands that tried to be funny about serious situations and faced massive boycotts as a result. Your small business can't afford that kind of reputational damage.

Risk #3: Brand misalignment that screams desperation

Not every viral moment fits every brand, but the fear of missing out makes companies force connections that don't exist. When your accounting firm tries to make jokes about celebrity drama, or your wellness brand jumps on political controversies, it might looks desperate.

Plus, your brand has core values. If your feed turns into a stream of memes, your real purpose may get lost. Trend-chasing can become noise if not done intentionally.

Risk #4: You're chasing attention without intention

Most brands jumping on viral trends are chasing views with zero strategy behind it. They're posting content that has nothing to do with their business, hoping for engagement that doesn't convert to sales.

It might get a few likes or shares, but it won’t move your business forward. At the end of the day, attention without intention is just noise. It might be loud, but it won’t build something that lasts.

So... When Should You Jump on a Trend?

Now, let's be fair. When done right, jumping on viral trends can be incredibly powerful for your business. Why? Because it gives you a chance to tap into the spotlight without paying for it.

Viral content can get your business in front of a massive audience, the kind of reach that would normally cost thousands in ads. It also shows people that your brand is paying attention—that you're part of the culture and not just shouting into the void. That makes you feel more relatable, more human, and especially relevant to younger audiences who value brands that "get it."

So, the real answer to whether you should hop on a trend is: Only if you can do it with clarity, creativity, and care.

To figure that out, ask yourself these questions first:

• Does this trend relate to my audience or my offer?
• Can I add something fresh, funny, or thoughtful to the conversation?
• Is there a risk this could hurt someone (even indirectly)?
• Would I feel okay if the people involved saw my post?
• Am I okay with my brand being linked to this moment a year from now?

If the answer feels right, go for it. If not, don’t worry. You don’t need a meme to build a strong brand, just need clarity, consistency, and content that actually helps people.

Brands That Got It Right

Let's explore some brands that successfully navigated viral moments:

StubHub

Their meme about “being caught at the concert you told your boss you couldn’t make” was perfectly aligned with their audience (music fans, last-minute ticket buyers) and it exploded in reach. It generated over 5.2 million views in just 3 days, making it their most viewed Instagram post ever.

Tesla

Tesla's X post brought a tech-savvy twist to the Coldplay kiss cam trend. By joking that posting a pic with a loaner Tesla is like taking it to a Coldplay concert "your car will know"—they played into the moment with humor that matched their brand voice.

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‍Cove Soda

Cove Soda shared a themed giveaway campaign with the CEO image holding their product and 2 concert tickets. This brilliant giveaway got over 8,600 participations (comments) in just a few days.

Now, beyond Coldplay, here are a few more brands that have ridden viral moments well:

Airbnb & Barbie

With the Barbie movie trending everywhere, Airbnb knew they had to do something big to stand out. So they went all in—offering a real-life Barbie Dreamhouse that fans could book. It tied perfectly into the movie’s excitement and let fans feel like part of the story.

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Fenty Beauty & the Super Bowl

Super Bowl is always a hit online but Rihanna’s halftime show was a viral moment itself and her brand, Fenty, made the most of it. They promoted themed products online and even added a special “Game Day” section to their store.

‍Duolingo & The Twitter’s “X” Rebrand

Duolingo is a viral content machine. They’re always quick to jump on the latest trends. When Elon Musk took over Twitter and changed the bird logo to a big “X,” Duolingo didn’t miss a beat. They posted a funny reaction right away:

It blew up with over 13.8 million views and counting.‍

Final Thoughts: Virality ≠ Value

Trends come and go. Internet moments are fleeting. But the relationships you build? The trust you earn? The clarity of your message?

That’s what sticks.

So if you’re going to chase the trend, do it with intention. Add value. Make people smile. But never trade in your purpose just for a few likes.

Because attention without intention is just noise.

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