If you have logged on to social media in the last 48 hours, you have undoubtedly seen the viral image of two people standing atop the Empire State Building’s spire, holding a massive black banner.
On July 1, 2026, Russian stunt artists Angela Nikolau and Ivan Kuznetsov (the couple from the Netflix documentary Skywalkers: A Love Story) scaled the 1,454-foot New York City landmark.
They then unfurled a flag that read, “When the power of love beats the love of power, the world knows peace,” and got engaged before being arrested by the NYPD.
The stunt itself was wild, but what happened next is where the real marketing magic lies.
Within hours, the image of the couple holding the black banner became a viral meme template. Brands and creators quickly realized that the black flag was the perfect blank canvas to Photoshop their own messages, jokes, and PSAs onto.
- The U.K.-based retailer Currys used it to post a message about brewing tea in a kettle rather than in a microwave.
- The cookware brand Caraway used it to issue a caution about PFAs.
- Perhaps the most unexpected and highest-engagement brand play came from the Greensboro Police Department on Facebook. Their version of the flag read simply: “DON’T CRIME” – complete with their GPD badge and a splash of chocolate milk.
It became a fast, easy way to news-jack a major cultural moment.
This trend is a masterclass in how to ride the coattails of a viral event to get cheap, massive reach. You do not need a big budget or a stunt team to get views; you just need to be fast and clever.
Use the Empire State Building flag meme to get eyeballs on your offer today!
How To Create Your Empire State Building Climbers Meme
Here is a 4-step guide to using this viral meme template to get views, followers, and leads for your business:
Step 1: Find the original image or use a template generator
You need the base image of the couple holding the flag. You can find the original high-resolution photo on news sites or by searching X, or right-click the image below and save it to your device.
However, the easiest way is to use a free AI tool.
Platforms like Kapwing have already created an “Empire State Building Banner Text Generator” where you can simply type your text, and the AI places it onto the flag, matching the fabric texture, folds, and lighting perfectly.
You can also use ChatGPT or Google Gemini to generate a similar image or edit the original.
Step 2: Write a short, punchy message for the flag
This is the most important step. The text on the flag needs to be short enough to read quickly on a small screen, and it needs to be highly relevant to your target audience (or just funny enough for people to engage).
If you are a business coach, your flag might say: “Stop building a business that you hate working in.”
If you sell a course on Facebook ads, your flag might say: “Boosting posts is just setting your money on fire.”
The goal is to state a bold, contrarian opinion or a hard truth that your ideal client needs to hear. The visual of the flag makes the statement feel monumental.
Step 3: Tie the meme to your offer in the caption
The image is the hook to stop the scroll; the caption is where you do the selling.
Do not just post the meme and leave it at that. Use the caption to expand on the bold statement you made on the flag.
Explain why you believe what you wrote, and then smoothly transition into how your product or service solves that specific problem.
For example: “I’d shout this from the top of the Empire State Building if I had to. If you are still relying on organic reach in 2026, you are losing. Click the link in my bio to download my free guide on scaling with paid ads.”
Step 4: Post across all platforms immediately
The lifespan of a news-jacking meme is incredibly short. What is funny and relevant today will be old news by next week.
Once you have your image and caption, post it on X, Instagram, Facebook, and LinkedIn. You can even turn it into a short TikTok or Reel by using a green screen effect and pointing to the flag while you explain the concept.
Our Key Takeaways
The Empire State Building flag meme is the perfect example of how fast the internet moves, and how course creators can capitalize on cultural moments without spending a dime on production.
- News-jacking works because the audience is already interested in the visual. You are simply borrowing their attention to deliver your own message.
- The text on the flag must be short, punchy, and highly relevant to the pain points or desires of your specific target audience.
- Always use the caption to connect the joke back to your expertise and include a clear Call To Action (CTA) pointing to your lead magnet or offer.
For a more comprehensive guide on how to use meme marketing to grow your brand, read this step-by-step guide.
Would you like to keep up with the latest digital marketing trends and tech news daily with unmatched speed and conciseness? Subscribe to Vavoza Insider 🗞️
