  A sleeping beauty in diffusion indicates that the information, can be ideas
or innovations, will experience a hibernation before a sudden spike of
popularity and it is widely found in citation history of scientific
publications. However, in this study, we demonstrate that the sleeping beauty
is an interesting and unexceptional phenomenon in information diffusion and
even more inspiring, there exist two consecutive sleeping beauties in the
entire lifetime of propagation, suggesting that the information, including
scientific topics, search queries or Wikipedia entries, which we call memes,
will go unnoticed for a period and suddenly attracts some attention, and then
it falls asleep again and later wakes up with another unexpected popularity
peak. Further explorations on this phenomenon show that intervals between two
wake ups follow an exponential distribution and the second wake up generally
reaches its peak at a higher velocity. In addition, higher volume of the first
wake up will lead to even much higher popularity of the second wake up with
great odds. Taking these findings into consideration, an upgraded Bass model is
presented to well describe the diffusion dynamics of memes on different media.
Our results can help understand the common mechanism behind propagation of
different memes and are instructive to locate the tipping point in marketing or
find innovative publications in science.
