Beyoncé and Jay-Z Vegan Challenge

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Part of a series on Beyoncé. [View Related Entries]

Overview

Beyoncé and Jay-Z Vegan Challenge refers to a sweepstakes that encourages people to incorporate plant-based meals into their daily diet for the benefit of the environment as part of the Greenprint Project. Randomly selected winners of the contest receive a pair of free concert tickets to one of Jay-Z and/or Beyoncé's concert each year for 30 years. While many have reported that the contest requires participants to eat a plant-based diet for thirty days, that is not explicitly stated in the terms of the contest.

Background

On January 31st, 2019, Beyoncé posted two images on Instagram ^[1] that read, "My Greenprint is plant-based for breakfast" and "My Greenprint is Meatless Mondays." She captioned the post, "What is your Greenprint? Click the link in my bio for a chance to win tickets to any JAY and/or my shows for life." Within 24 hours, the post received more than 630,000 likes (shown below).

The "Greenprint" website allows visitors to read about the social and environmental impact of plant-based meals. Additionally, visitors can enter the sweepstakes to win concert tickets "for life."^[2]

Developments

Online Reaction

Online, people joked about the contest, stating that they would gladly eat a vegan diet in exchange for concert tickets. Twitter ^[3] user @alexiswellss tweeted a video of a woman sullenly eating vegetables and the caption, "me forcing myself to go vegan to win those free beyoncé tickets." The tweet received more than 5,100 retweets and 13,000 likes in 24 hours (shown below).

Twitter user @chelseacrabbe tweeted^[4] a GIF from The Office with the caption, "me after @Beyonce announced her vegan contest." The tweet received more than 5,100 retweets and 14,000 likes in 24 hours (shown below).

me after Beyonce</a> announced her vegan contest <a href="https://t.co/Tno54rst6y">pic.twitter.com/Tno54rst6y</a></p>— chelseycrabbe (chelseycrabbe) January 31, 2019

That day, Redditor ^[5] AlbertoAru posted about the contest in the /r/vegan subreddit. The post received more than 200 points (97% upvoted) and 10 comments.