Geico Milks Online Memes

Geico is running a series of online videos parodying famous net memes while apparently starring some of the original characters, like the Numa Numa guy in the spot above. Smart and good for viewership, but as one YouTube commenter Agolosha wrote, "Way too much time has passed to be milking this. Should have been done like 5 years ago."  I haven't seen many references to net pop culture in "mainstream" brands' work, except  for that WoW Toyota truck spot channeling Leeroy Jenkins.  The question is, is this a one-time stunt with a short shelf life, or can online meme celebs be employed reliably over the long term?
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