An egg that broke the records!

An Eggcellent Digital Marketing Success!

Social media is the most unpredictable medium with what can go viral and what cannot. One such marketing viral marvel was the ‘World Record Holder Egg’, also described as the most anticipated digital media reveal EVER.

The Instagram egg that took the world by storm is a picture of an egg posted by World Record Egg. The Digital phenomenon became an internet meme within days of its creation.

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A post shared by Eugene | #EggGang (@world_record_egg)

The Instagram egg that took the world by storm is a picture of an egg posted by the account @world_record_egg on Instagram, and became a global phenomenon and an internet meme within days of its creation.

It was Chris Godfrey who took it as a Digital Marketing challenge. He tried to search whether something as universal and simple as an egg would beat an existing world record.

Kylie Kristen Jenner who is an American media celebrity & digital media sweetheart made the birth announcement of her daughter Stormi Webster on Instagram. This garnered 18 million likes and made the world record.

Breaking the shell & digital marketing records!

He then posted an image of a bird’s egg with the caption,”Let’s set a world record together. This was to become the most liked post on Instagram. Beating the current world record held by Kylie Jenner (18 million)! We got this.” The egg’s photo garnered a lot of likes and publicity within a few days and broke the record held by Kylie.

However, after the initial digital success, the account posted a second picture of an egg, almost identical to the first one. It was set apart with a small crack at the top left. The followers were glued to see the following post from the account that showed cracks appearing on the shell from then on. This created a lot of digital buzz, making the egg rise to fame and glory.

The Marketing Motive

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A post shared by Eugene | #EggGang (@world_record_egg)

The reason behind the World Record Egg’s cracks was finally revealed to be due to the pressure of social media. It gives a strong digital message of support for those suffering from mental health problems. As per Godfrey “It’s what you do with that attention that counts”. The egg’s Digital media popularity was used to promote mental health. It also created awareness for the same, and putting it up for a good cause. An egg has been used as a symbol of no gender, race or religion. Making it a universal Digital Marketing phenomena.

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