For those that may not know, a campaign was started a few weeks back to beat the world record of the most likes on an Instagram post (held by Kylie Jenner introducing her daughter, Stormi, to the world). The photo to beat the most liked picture of all time was simple, a picture of an egg. And guess what?! The egg WON. The egg currently has 52 million likes while Kylie’s photo had 18 million.
A few weeks past, and the egg did something that nobody thought it would do. It began to crack! Well now we need to know! What’s inside the egg!? The internet had a whole bunch of speculations like it was Kylie playing a trick on us, a chicken, an avocado, Shrek, yodeling kid, the list , as you can imagine, goes on and on!
REGARDLESS, THE EGG HAD ME HOOKED. I WAS DYING TO KNOW WHAT WAS INSIDE THIS STUPID EGG.
A new post goes up from the egg a couple days before the Super Bowl. It announced that the world can stop waiting and everything will be revealed on Sunday at 8pm after the Super Bowl on Hulu. I was BUMMED. I mean a part of me knew that brands would capitalize on this moment (I do work in advertising), but another part of me really wanted this to be an authentic experience. I immediately assumed it was promoting a Hulu show or their recently reduced rates. As a side note, experts estimated the value of this placement was around $10 millions and brands are all about getting in on what is culturally relevant. So this did seem to make sense that a brand like Hulu would pay a lot to get into this conversation.
Albeit a bit disappointed, I anxiously waited until 8pm and opened up the Hulu app to turn into find out what lies in the egg. And what I saw completely took be by surprise. The egg started to crack, and crack some more from the pressures of social media. And in that moment I felt a sense of relief, a sense of understanding and especially proud of Hulu for taking this time to highlight our core mission her at OOTify. And I’m so happy they’ve partnered with our close friends at Mental Health America. Big thanks to Hulu to getting more people to talk about our mental health.