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Rickrolling Makes a Comeback: A Clever Marketing Campaign Revives Internet Nostalgia

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  //humor-quirks.news-articles.net/content/2025/12 .. rketing-campaign-revives-internet-nostalgia.html
  Published in Humor and Quirks on Tuesday, December 30th 2025 at 15:18 GMT by Mashable

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The Return of Rickrolling: A Clever Campaign Meets Internet Nostalgia in the Age of Glass Onion

The internet is, once again, experiencing a wave of "Rickrolling," but this time it's not just random links leading to Rick Astley’s iconic 1987 music video “Never Gonna Give You Up.” This resurgence has been orchestrated with surprising sophistication and cleverness, leveraging the release of Rian Johnson’s Knives Out sequel, Glass Onion: A Knives Out Mystery, and demonstrating how a decades-old meme can be revitalized through strategic marketing.

For those unfamiliar (though it's hard to imagine anyone truly unaware at this point), Rickrolling is an internet prank where unsuspecting users are tricked into clicking a link that unexpectedly redirects them to Astley’s music video. The original phenomenon peaked in the mid-2000s, becoming a ubiquitous and often unwelcome surprise across forums, email chains, and early social media platforms. While it never truly disappeared, its prevalence significantly diminished over time. The Mashable article details how this latest iteration feels different – more intentional, more playful, and surprisingly…official.

The catalyst for the revival is Glass Onion, a film heavily steeped in internet culture and featuring a character (played by Edward Norton) obsessed with online trends and memes. The film’s marketing campaign cleverly incorporated elements of Rickrolling from its very inception. Instead of traditional trailers or promotional clips, A24, the film's distributor, began releasing short, cryptic videos on YouTube that appeared to offer glimpses into the plot. However, these videos would abruptly cut off, redirecting viewers to “Never Gonna Give You Up.”

This wasn’t a simple case of someone hijacking marketing materials. A24 actively created these misleading links as part of their promotional strategy. As Mashable points out, this was a bold move – essentially asking audiences to be tricked by the studio itself. The initial videos were designed to look like genuine teasers, featuring snippets of dialogue and intriguing visuals that piqued curiosity. The abrupt shift to Rick Astley’s video created a moment of delightful confusion and amusement for viewers.

The brilliance lies in the meta-awareness. Glass Onion is a film about deception and misdirection, mirroring the very nature of Rickrolling. The marketing campaign acknowledged the meme's history and playfully incorporated it into the narrative, creating a self-referential loop that resonated with internet users familiar with both the film’s themes and the classic prank. As the Mashable article notes, this approach was far more engaging than traditional advertising, generating significant buzz and organic reach through social media sharing.

The campaign didn't stop at YouTube. A24 extended the Rickrolling experience to other platforms. Links shared on Twitter (now X) and Instagram led to the same unexpected video. Even seemingly innocuous promotional materials contained hidden redirects. This pervasive approach ensured that anyone interacting with Glass Onion marketing was potentially susceptible to the prank, further amplifying its reach.

The response has been overwhelmingly positive. While some initially expressed frustration at being "Rickrolled," most embraced the humor and appreciated the cleverness of the campaign. The meme’s revival sparked countless online discussions, memes within memes, and a renewed appreciation for Rick Astley himself. Astley even acknowledged the situation on social media, expressing his amusement and gratitude for the unexpected resurgence in popularity. He tweeted, "I'm having a great time seeing #GlassOnion trending! It seems like I’m part of something special."

The success of this campaign highlights several key points about internet culture and marketing in the digital age. Firstly, nostalgia plays a powerful role. Rickrolling is deeply embedded in the collective memory of many online users, evoking feelings of familiarity and amusement. Secondly, self-awareness and meta-humor are increasingly important for engaging audiences. Acknowledging and playing with established tropes can create a sense of connection and shared understanding. Finally, unexpectedness remains a potent tool for capturing attention. In an era saturated with advertising, surprising audiences in creative ways is essential for breaking through the noise.

The Mashable article also touches on how this resurgence has breathed new life into Rickrolling beyond just Glass Onion. It’s inspired people to incorporate the prank into their own online interactions and conversations, demonstrating its enduring appeal. The campaign's success proves that even seemingly tired internet memes can be revitalized with a fresh perspective and strategic execution.

Ultimately, A24’s clever use of Rickrolling wasn’t just about promoting Glass Onion; it was about tapping into the collective consciousness of the internet, reminding us all of the joy and absurdity of online culture, and giving Rick Astley another moment in the spotlight he undoubtedly deserves. The campaign serves as a masterclass in how to leverage nostalgia, humor, and unexpectedness to create a truly memorable marketing experience – one that will likely be remembered long after the credits roll on Glass Onion.

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