The brown egg that broke the internet last month after receiving more than 50 million likes has finally cracked.
You’ll recall, the egg, or World Record Egg, as it is referred to on Instagram, launched in early January in an effort to break Kylie Jenner’s record for the most liked Instagram photo of all time. (RELATED: Kylie Jenner Celebrates Major Life Changing Milestone)
“Let’s set a world record together and get the most liked post on Instagram. Beating the current world record held by Kylie Jenner (18 million)! We got this,” the caption of the now-most liked photo reads.
But as it turns out, the egg was all a part of an elaborate marketing plan.
It began to crack during the Super Bowl, teasing its fans and followers with subsequent posts showing the egg increasingly cracking.
View this post on Instagram
View this post on Instagram
It finally cracked after the Patriots’ victory, and unveiled a video promoting mental health awareness, in partnership with Hulu.
“Phew! I feel so much better now,” the caption reads. “If you’re feeling the pressure, visit talkingegg.info to find out more. Let’s build this list together.”
The ad must have worked. More than 11 million people have viewed the video since it was posted over the weekend.