For almost every popular TV show, people online have produced memes about them. A clip or a frame that goes viral for whatever reason, which earned the show a different kind of recognition online. The internet is filled with memes, and people love them. They use it to express their feelings, tell jokes, and connect with others even when they are on the other side of the world. Usually, the creation of a meme doesn’t happen on purpose; it’s not part of a huge marketing campaign meant to expose people to the original piece. It just happens, and if it helps introduce the media piece to a wider audience, then that is just a bonus.

One streaming platform, however, has chosen to harness the power of memes and turn it into a marketing advantage. By building campaigns that rely on meme culture, it highlights each piece of content in a sharp, immediately recognizable way. This is an approach Apple TV has applied to several of its most highly anticipated shows, and one it has refined to near perfection. The most recent example of this strategy can be seen in the marketing for Pluribus.