On Wednesday, a puddle in Newcastle all-of-a-sudden became a social media sensation with hundreds of thousands of people tuning into a Periscope live-stream.
Brands wrestled on social media to create the content which would be most closely associated with the internet phenomena that - for some reason - acquired over half a million live-streamers on Periscope.
Breaking international boundaries, with coverage across the pond in USA Today, ABC News and Time, its fair to say a global audience was gripped by the British people’s own captivation with the alluring puddle-feed.
Beth Hazon, manager director of Drummond Central, the marketing agency behind the live-stream, was even interviewed live on CNN by Richard Quest.
Twitter released a heat-map showing the reach of the hashtag the world over.
— Twitter Data (@TwitterData) January 6, 2016
BrandWatch also documented the rise of the trend.
— Brandwatch React (@BW_React) January 7, 2016
A tsunami of brands hijacked #DrummondPuddleWatch which was a top trending term in the UK on Twitter. Some criticised brands' association with the event but it was like water off a duck’s back to social media managers across the country looking to make their mark.
— Matt Navarra (@MattNavarra) January 6, 2016
Here are some puddle highlights if you missed them live.
— Elliot Wagland (@elliotwagland) January 6, 2016
— Molly Fitzpatrick (@mollyfitz) January 6, 2016
Here’s how brands dived in.
— Greggs (@GreggsOfficial) January 6, 2016
— Hunter (@HunterBoots) January 6, 2016
— Lidl Ireland (@lidl_ireland) January 6, 2016
Honestly, you can enjoy the puddle on your phone, but you should really see it in 70mm. #DrummondPuddleWatch
— Comedy Central (@ComedyCentral) January 6, 2016
We can end this here. #DrummondPuddleWatch
— Bounty (@Bounty) January 6, 2016
— PG tips (@PGtips) January 6, 2016
— British Museum (@britishmuseum) January 6, 2016
Surely someone just needs to build a bridge so we can all get over this #DrummondPuddleWatch
— Berocca UK (@BeroccaUK) January 6, 2016
— Boylesports (@BoyleSports) January 6, 2016
HB Ice Cream
— HB Ice Cream (@HBIreland) January 6, 2016
— Swatch UK (@SwatchUK) January 6, 2016
— Marmite (@marmite) January 6, 2016
— Domino's Pizza UK (@Dominos_UK) January 6, 2016
— MAOAM UK (@OfficialMAOAM) January 6, 2016
Star Wars UK
— Ski Official (@Ski_Dairy) January 6, 2016