Instagram posts like many, if not all, social media platforms, have the potential to go viral incredibly quickly. This was the case with an image shared by Sunny Co Clothing, on May 3rd, 2017.
The swimsuit company promised a free “Pamela” bathing suit to anyone who reposted the image and tagged the company within the following 24 hours. The company placed no cap on the promotion until a few hours later when they realized the image was spreading like wildfire.
It at first appeared that this campaign would fail. Other Instagrammers even began to poke fun, since it seemed impossible that the company would not be able to fulfill their promise.
Sunny Co Clothing was overwhelmed by the response that their post got but the founders of the company worked quickly to fill the gaps. On the 5th of May they posted the statement (shown below) addressing the shipment of the suits. In the end the boys were able to fulfill many orders even though the path of promotion was rocky.