![]() Keri Goff, the creative director at, said that while the account hasn’t approached the organization yet, would be thrilled to partner with it. Other nonprofits say they hope the account will consider them worthy of promotion. The account has already sold merchandise, including a T-shirt, donating 10 percent of the proceeds from a three-day sale to three charities: YoungMinds, the National Alliance on Mental Illness, and the Campaign Against Living Miserably. It’s one of more than 500 “world-record egg” apps. 11 adventure game on the Apple App Store Top Charts is an egg-themed flappy-bird clone. Some people even built clone pages, such as which have themselves racked up thousands of followers. Thousands of social-media stars and meme accounts have changed their name to World_Record_Egg on Instagram to capture search traffic related to the term. “Want to collaborate with but don’t know who to contact? We’ve got you covered,” an Instagram ad by the content-creator platform reads, before linking users to a network of egg-related accounts, none of which is the World Record Egg. Meanwhile, many companies, seeking to capitalize on the ambiguity, have hijacked the egg’s name to boost their own promotions. The egg confirmed via Instagram direct message that it has not partnered with Goel or Patty. In fact, he never partnered or worked with the egg in any sort of official capacity, and the egg has since blocked him on Instagram. And Ishan Goel, a marketer, also claimed to have partnered with the egg and played a role in its viral success. Last week, Instagram star Supreme Patty was incorrectly named the owner of the account after a member of his crew drunkenly bragged to a TMZ reporter. In the weeks since the egg went viral, countless people have tried to get a piece of the action. “It’s an appealing opportunity for a lot of brands,” he said. Charlie Joslin, a social strategist at GSD&M, an agency in Austin, said one of the company’s clients has already inquired about partnering with the egg. “If you have something really good to put in that expensive placement, then it could be worth it,” he said. Kyle Bunch, the managing director of partnerships at R/GA, an advertising agency, also compared the egg to a Super Bowl ad. He added that he would even advise clients “to spend on the egg instead of the Super Bowl.” “Being the first brand to crack out of the egg is worth at least $10 million,” said Nik Sharma, the head of the digital agency VaynerMedia’s direct-to-consumer business. Because in 2019, every viral moment is a branding opportunity. Still, interest from companies and digital-media planners hasn’t slowed. Read: The strange brands in your Instagram feed “We liked it for noncommercial reasons,” he said. “But I probably get 20 to 25 crazy ideas a week, this didn’t move further than that.” Mick Purzycki, the CEO of Jerry Media, confirmed the details of the proposal, but stressed that the goal of the stunt wasn’t monetary. “It was interesting,” said Aleigha Cavalier, a spokesperson for Tom Steyer, the founder of Need to Impeach. Need to Impeach ultimately passed on the opportunity. The agency even created a short animated video demonstrating the stunt. In a slide deck, Jerry Media proposed that the egg crack to reveal the words Impeach Trump as Trump popped out and did the chicken dance. Since then, the account has posted a series of photos of the same egg with a progressively larger crack, suggesting something inside. On January 13, the account’s first post became the most-liked Instagram photo of all time by the time Jerry Media approached Need to Impeach, the account had more than 9.4 million followers. Over the past few weeks, the egg has become an internet phenomenon. Jerry Media, the viral marketing agency famous for promoting the ill-fated Fyre Festival, was now working in an unofficial capacity with the anonymous creator of the World Record Egg, and the company was hoping to broker a deal between the nonprofit and the egg. Last week, a staffer at Need to Impeach, an organization that advocates for the impeachment of Donald Trump, received an outrageous proposal via email.
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