I can't describe it as a joke, closer to a meme. It became a meme to read Dracula, and then actively talk about it on social media as if it were a current show you were watching.>Dracula be all like "I am completely normal an unassuming noble man" while never eating anything and living in the dark
Stuff like that. I'm not saying everyone and their mother got in on it, but it's a recent example.
50 Shades of Grey is an older similar explosion on social media, despite your misgivings on it as a subject.