Honestly, the marketing for all three films have been amazing big and small for actually tapping into online/meme culture successfully.
I'm not just talking on the big stuff like how actually changing up Sonic's design back in the first movie will be pointed to in ages to come of successfully listening to fans. I'm saying the little funny things that get people talking on the series positively, like the out-of-nowhere statement Idris Elba made back in Sonic 2 about how "I didn't think I'd need to say this, but I won't be playing Knuckles 'sexy'", or Jim Carrey's announcement he's retiring from acting unless a script comes from angels with gold ink.... then a bit later he's announced to be in Sonic 3 (Wikipedia of all things displays the inherent humor perfectly).
Little funny things like that keep the hype train rolling into the bigger stuff like these hilarious posters.