A new Instagram account just took over Instagram Reels with a mascot series.
Remember EmyBFF? We wrote about them when they were first starting out back in April.
A few days ago, they decided to launch the account @emyadventure1.
At a first glance, nothing connects it to the app.
With just four videos, it hit around 650K followers and more than 50 million views.
The account exists for one simple format:
Day “x” of dropping Emy 1mm for every follower until we reach the Burj Khalifa
Emy is their app mascot, but they are not saying that publicly yet.
The account is blowing up, and they chose not to promote the app in an obvious way. People who use the app can see it right away, because the name and the mascot are the same.
Most viewers, though, have never heard of it.
They are just hooked on the series while quietly building a bond with the mascot behind the product.
The first video in the series did 28.5 million views and over 10K comments.
It was uploaded on a brand new account with only 1 follower at the time.
The comments were full of people calling the series “peak” and claiming to be “OG”.
In one move, they built a global crowd of people who want to see Emy fall.
Then, they get the creator to comment as Emy, feeding into the buzz (23K likes on a single comment).
Right now, the account is at 656K followers, meaning that Emy is supposed to fall 656 meters in total.
The Burj Khalifa is 830 meters tall, so the series is already close to the physical limit of what they can film.
In a few days, they will likely pass the Burj Khalifa.
Will they wrap up the series in just 5 videos?
Or will they find a creative way to keep it going and push for even more virality?
They currently have a website link in their account with a countdown timer.
Supposedly there a few hours left until we see what will happen, but it may be an app promo:
“OG Tickets Only”
We will keep you updated as this series evolves.
You can check out EmyBFF’s collection on Shortimize here:
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