The Egg Will Crack After The Super Bowl And Everyone Is Eggs-tremely Egg-cited
The mysterious egg that stole Kylie Jenner's social media crown has announced that it is finally about crack and -- hopefully -- reveal all its secrets.
A fifth post on the @world_record_egg Instagram account appeared on Saturday heralding the moment we've all been waiting for -- the egg is about to break.
The photo shows the record-breaking egg with tiny cracks all over its shell and stitching like a ball used in American football.
The caption read "The wait is over ? All will be revealed this Sunday following the Super Bowl ? Watch it first, only on @hulu."
So here's what we know -- the enigmatic egg will finally reveal it's secrets after one of the biggest sporting matches in the world, Sunday's Super Bowl.
Streaming service Hulu is also involved in the big reveal but it's not clear how. Perhaps there's an egg-inspired TV series coming, or a one-off special?
Marketing site Campaign speculated that Hulu may be pushing its existing live sports subscription offering.
Your guess is as good as ours. And there's no shortage of guesses and comments by fans of the egg -- or members of the #EggGang as they're known -- on social media.
The Atlantic reported on Thursday that a staff member at Need to Impeach, an organization that advocates for the impeachment of Donald Trump, received an email proposal from Jerry Media, the viral marketing agency famous for promoting the ill-fated Fyre Festival.
The Jerry Media representative reportedly claimed that the company was working in an unofficial capacity with the anonymous creator behind the egg, and was hoping to broker a deal between the nonprofit and the egg.
Whoever -- or whatever -- has teamed up with the egg is set to make some major moolah according to experts.
"Being the first brand to crack out of the egg is worth at least $10 million," said Nik Sharma, head of digital agency VaynerMedia’s direct-to-consumer business told The Atlantic.
A day after the egg achieved its goal of claiming the 'most-liked Instagram post' title from reality star and cosmetics mogul Kylie Jenner on January 14, the egg themselves told 10 daily that he/she/it has "a few ideas," about what's coming next and that we should all "stay tuned."
The egg has since released a range of merchandise online with 10 percent of the proceeds from the three-day sale reportedly donated to three charities, YoungMinds, the National Alliance on Mental Illness, and the Campaign Against Living Miserably.
Perhaps the big reveal will have a socially-conscious element? Or perhaps the egg has, like many are saying online, simply sold out.
With sp-egg-ulation rife, we guess the only thing left to do is sit back and wait for whatever is inside to hatch.
Feature image: Instagram/@world_record_egg, NBC.