Viral food and drink marketing: Mystery & lore

Cases
13
Median Spread Score
47
Most started on
Instagram23%
First post to peak
11 days

By mechanic

All101Controversy40Response chain37Scarcity drop32Newsjacking29Pairing19Transgression19Creator relay15Sell-out loop14Mystery & lore13Identity badge11Visible in use10Challenge9Remixable template9Real-world spectacle9Maker origin8Dupe economy6Sound or audio meme6Resale market6

Just One Cornetto (ReMAXed)

62
Susan Boyle on Instagram: "#ad | Well… it Boyled over 🔥 I couldn’t keep you all waiting – Just One is yours. Two icons back for summer. The @cornettouki track you know and love, reMAXed with the…

4.6B impressions

IHOb

57
For 60 pancakin’ years, we’ve been IHOP. Now, we’re flippin’ our name to IHOb. Find out what it could b on 6.11.18. #IHOb

42.5B impressions

McDonald’s: WcDonald’s

55
WcDonald’s manga takeout bag

6B impressions

Heinz: #FindTheKetchupBoatGuy

53
Heinz on Instagram: "To whoever finds this message, We need your help tracking down an amazing man with an amazing story. You may remember Elvis Francois as the brave sailor who survived on nothing…

3.7B impressions

Burger King Whopper Detour

48
Whopper Detour print creative changed a restaurant sign to Billions Swerved.

3.5B impressions

Doja Cat's Mexican Pizza Jingle

48
Doja Cat’s TikTok rap about Taco Bell’s discontinued Mexican Pizza.

1K derivatives

Coors Light: Case of the Mondays

47
Coors Light Chill Face Roller holding a beer can.

12.8B impressions

Budweiser: Lost Dog

44
A Budweiser commercial about a lost puppy and the Clydesdales that came to its aid.

Peaked at #1

IKEA x Chupa Chups meatball lollipop

40
IKEA UK on Instagram: "We heard you like Swedish candy 🍭 So here’s the sweetest mashup no one asked for, but everyone will want to taste!"

25M impressions

Pink Sauce

40
5.3M views · 1.6K reactions | The pink sauce pre-sale begins tonight at 7 PM I will go live🥰🥰🥰 | Chef Pii

200K sold

Heinz: Every Sauce

38
INTRODUCING… Every Sauce ✨ A holy grail of sauces that includes not one, not two, but 14 Heinz sauces! 🤯 The catch, only 100 bottles exist and the only way to get one is to win! Tap the link below…

220M impressions

Pickle's Back

37
Megan Thee Stallion & Nickelback - Pickle’s Back [Official Music Video]

4M impressions

Uber Eats: Football is for Food

36
Football is for Food | Uber Eats

40M impressions

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