Friday, February 15, 2019

Two suspense campaigns

Probably completely unrelated.

The World-Record Instagram Egg Is Going to Make Someone Very Rich by Taylor Lorenz

Last week, a staffer at Need to Impeach, an organization that advocates for the impeachment of Donald Trump, received an outrageous proposal via email. 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.

Over the past few weeks, the egg has become an internet phenomenon. 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. Since then, the account has posted a series of photos of the same egg with a progressively larger crack, suggesting something inside. 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. The agency even created a short animated video demonstrating the stunt.

Need to Impeach ultimately passed on the opportunity. “It was interesting,” said Aleigha Cavalier, a spokesperson for Tom Steyer, the founder of Need to Impeach. “But I probably get 20 to 25 crazy ideas a week, [and] 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. “We liked it for noncommercial reasons,” he said.









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