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#DrummondPuddleWatch drew over 50,000 tweets – with brands including Greggs, Lidl and Innocent riding the wave

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.

BrandWatch also documented the rise of the trend.

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.

Here are some puddle highlights if you missed them live.

Here’s how brands dived in.

Greggs

Hunter

Lidl

Comedy Central

Bounty

PG Tips

British Museum

Berocca UK

Boylesports

HB Ice Cream

Swatch UK

Marmite

Domino's

Maoam

GumTree

Coral

Innocent Drinks

Star Wars UK

Ski Official

John McCarthy

I'm a reporter and presenter, into tech, sport, gaming and great ideas. Breaking news is my game although I love looking into the weird trends in marketing and advertising.

I drink tea.

All by John