The Hump Day Phenomenon Case Study Presentation | Page 9

So just why did "Hump Day" gain such popularity? It was always associated, if ever so mildly, with camels. What is it about Geico's version? Perhaps it was because it was easily remediated. Perhaps it was because it was so controversial and was easy to react to and then adapt. Perhaps it spoke to the kid in all of us. Perhaps it made the everyday special and whimsical. Perhaps Geico's mass-culture strategy just randomly hit a bulls-eye after upteen commercials. Most likely, it was a combination of all of these theories that turned "Happier than a Camel on a Wednesday" into "Hump Day" and facilitated its viral takeover of our popular culture.