Like other publishers, the Lad Bible Group has been experimenting with Facebook Live of late, promising just last week that it had plans to increase the number of real-time streams it showcases on the platform to four each week.
Today the publisher attempted to recreate its very own version of Newcastle’s viral #DrummondPuddleWatch live stream, by pranking unsuspecting members of the public.
Seemingly drawing inspiration from the Periscope puddle that gripped the nation back in January, the team at Lad Bible glued a coin to the ground and set up a camera outside its Manchester office to capture the reaction of those passing by as they attempted to prise the money from the pavement.
In just over one hour the video had clocked up 1.3 million views on Facebook; more than double the 548,000 Periscope views garnered by marketing agency Drummond Central when it captured people trying to leap over a giant puddle outside its HQ earlier this year. The Lad Bible's video has also amassed 33,000 Facebook 'reactions', and 83,000 comments so far.
The comparison in viewing figures shows how rapidly live streaming has grown since the start of 2016, thanks to platforms like Facebook and YouTube joining the likes of Twitter's Periscope in the real-time arms race.
Demonstrating the perils of live streaming, however, some cheeky pedestrians decided to turn the tables on the the publisher during the stunt, making their feelings on the matter clear.
Lad Bible has over 14.8 million likes on Facebook, which makes the viewing figures for its latest post almost equivalent to 10 per cent of its immediate audience. Along with youth-focused brand and competitor Unilad, it is often cited as one of the most engaged with publishers on the social network.
Rival Unilad streamed the Homeless World Cup on Facebook Live last week, reaching a total of three million people worldwide, and receiving half a million views.