Sunny Co Clothing Marketing Campaign

Submission 20,703

Part of a series on Viral Marketing. [View Related Entries]

Overview

Sunny Co Clothing Marketing Campaign is a viral marketing campaign on Instagram by clothing company Sunny Co Clothing in which they said that everyone who reposted a photograph and tagged the brand would receive a free Pamela Sunny Suit, a bathing suit similar to the one Pamela Anderson wore on the television show Baywatch. This led to Instagram being flooded with pictures of the bathing suit on May 3rd, 2017.

Background

On May 2nd, 2017, Sunny Co Clothing posted the image and details of the promotion to their Instagram^[1] account. To receive the swimsuit, one must repost the image and tag the company. The post was a huge success, gaining over 339,000 likes on Instagram. The promotion was sponsored by @twazerapp,^[2] who posted about the promotion on May 3rd. On their post, they outlined the rules of the promotion, which are as follows:

1. No Exchanges/Returns, All Promo Orders Final.
2. Code Valid for 24 hr. only, No Exceptions.
3. Due to the viral volume of participants, we reserve the right to cap the promotion if deemed necessary.
4. Participants must pay Shipping & Handling
5. Due to the overwhelming volume of orders we will work as fast as we can to process + ship (approx. 3-6 weeks) but there may be delays.
6. Promo Code will only work for Participants who reposted and tagged us.
7. Promo Code: Sunny

Developments

That day, E! News^[3] reported that the rules laid out by @twazerapp were in response to the extremely high amount of participation the post received. The ordeal was also covered by Time,^[4] Bustle,^[5] CNET,^[6] and more. As of May 4th, 2017, it is unclear how Sunny Co Clothing will handle the overwhelming demand for the free bathing suit.

Meanwhile, Twitter users responded with exhaustion at the inescapable bathing suit. Many joked about how Sunny Co Clothing were not prepared for the viral success of their promotion, while others mocked how apparently every girl at the beach in the summer of 2017 would be wearing the same bathing suit. Twitter @Karimtbe^[7] tweeted a joke that implied every girl showing up to the beach would look like a team of high school wrestlers from Diary of a Wimpy Kid, gaining over 47,000 retweets and 108,000 likes (shown below). Several questions were posted to /r/OutOfTheLoop^[8] asking about the bathing suit.