On a wet Wednesday in the UK, thousands of people tuned in to watch a live stream of a large puddle in Newcastle, with a number of high-profile brands dipping their toes into the Twitter frenzy.
The pool, which blocked a busy bridge crossing, was broadcast live on streaming app Periscope under the hashtag #DrummondPuddleWatch.
547,819 people watched #DrummondPuddleWatch on the livestream, which was set up by Newcastle-based marketing company Drummond Central.
The firm claims that it was set up purely for staff’s “own amusement” and no products or services were promoted through the feed.
People were gripped watching pedestrians attempting to cross the puddle without getting wet. Some scampered up a wall to stop their feet getting wet, while others opted for a run and jump. Less sprightly pedestrians had to brave the water and walk through it.
This guy just did the most amazing jump during the #DrummondPuddleWatch pic.twitter.com/GjmeEWFNyx
— Elliot Wagland (@elliotwagland) January 6, 2016
Around 20,000 people were watching live at the puddle stream’s peak, at around 3pm on Wednesday.
#DrummondPuddleWatch: One puddle's dreams of fame came true yesterday when it got an incredible 24K mentions pic.twitter.com/QGSrrKDzP8
— Brandwatch React (@BW_React) January 7, 2016
Twitter released a heat map showing the spread of the hashtag around the world:
The #DrummondPuddleWatch Periscope has captured the world's attention; over 50K Tweets.
https://t.co/PyENbIq2Hb pic.twitter.com/si7ah7z8Pu
— Twitter Data (@TwitterData) January 6, 2016
Even Twitter founder Jack Dorsey got involved, writing: “What a puddle.”
As word spread that the puddle had become an online hit, people began arriving holding surfboards and a lilo.
Another person turned up with a slippery floor sign and placed it in the middle of the puddle.
A guy just placed a 'slippery when wet' sign in the Drummond puddle and it's amazing #DrummondPuddleWatch pic.twitter.com/akjYHE0ZHV
— Elliot Wagland (@elliotwagland) January 6, 2016
A number of big brands, including Star Wars, Dominos and Paddy Power got in on the action, turning around fast tweets to get their brands into the conversation.
Here’s our pick of the best:
Ski Yoghurt
2016 is off to a great start #DrummondPuddleWatch #YogurtPuddle
https://t.co/Ogh3bMwBUb
— Ski Official (@Ski_Dairy) January 6, 2016
ASOS
Watching #DrummondPuddleWatch and desperately hoping for this: pic.twitter.com/Y02LEwyU3B
— ASOS (@ASOS) January 6, 2016
Star Wars
Crossing the Drummond puddle like… #DrummondPuddleWatch pic.twitter.com/XOI7VuCuLM
— Star Wars UK (@StarWarsUK) January 6, 2016
PG Tips
20,000 people watching a puddle? I’d rather watch the kettle boil! #DrummondPuddleWatch #keepittea pic.twitter.com/SDE9lU7QxA
— PG tips (@PGtips) January 6, 2016
HB Ice Cream
Well, that’s the ice broken on the first great event of 2016! #DrummondPuddleWatch #HBGoodbyeSerious pic.twitter.com/1pOx3Vy02y
— HB Ice Cream (@HBIreland) January 6, 2016
Marmite
I took on the puddle and failed… 😂 #DrummondPuddleWatch pic.twitter.com/TWdkK0TruG
— Marmite (@marmite) January 6, 2016
Dominos
Domino's – delivering to puddles near you. #DrummondPuddleWatch 🍕💧🕳👌 https://t.co/WDVJQbqbpy
— Domino's Pizza UK (@Dominos_UK) January 6, 2016
Greggs
Problem solved #DrummondPuddleWatch pic.twitter.com/CpkRmTIoIC
— Greggs (@GreggsOfficial) January 6, 2016
Bounty Kitchen Rolls
We can end this here. #DrummondPuddleWatch 😉
— Bounty (@Bounty) January 6, 2016
Gumtree
Just in case anyone in Newcastle wants to join in #DrummondPuddleWatch https://t.co/Go6o1Iw7w3 pic.twitter.com/XZ5gft36Z2
— Gumtree (@Gumtree) January 6, 2016
Paddy Power
#DrummondPuddleWatch trending on Twitter. First person to get yourself down there in a pair of Paddy Power pants gets a 100 quid free bet!
— Paddy Power (@paddypower) January 6, 2016
Waterstones
Seems like an appropriate read about now… https://t.co/rIHGnnIa2u #DrummondPuddleWatch pic.twitter.com/2TFcMyRJor
— Waterstones (@Waterstones) January 6, 2016
Maoam
10 out of 10 for technique! 👌#DrummondPuddleWatch https://t.co/8nVFa9Qyye
— MAOAM UK (@OfficialMAOAM) January 6, 2016
EA
Yarny knows how to cross a puddle #DrummondPuddleWatch pic.twitter.com/Q4ZKCbCPHm
— EA UK (@electronicarts) January 6, 2016
Lidl
Always be sure to have proper puddle-traversing footwear when you’re out and about! #DrummondPuddleWatch pic.twitter.com/3Vp5SKpVSE
— Lidl Ireland (@lidl_ireland) January 6, 2016
British Museum
Pining for puddles? Here are a few from across the centuries… https://t.co/SKzYJ1wKxI #DrummondPuddleWatch pic.twitter.com/bHv7faIL6E
— British Museum (@britishmuseum) January 6, 2016
End of an era
The feed ended in the evening with the agency turning the camera on themselves:
To the anguish of its fans, the Drummond Puddle was drained by the following day by Newcastle City Council after drawing the eyes of the world.
The puddle was removed using a street-cleaning vehicle – to the sadness of many Twitter users.
At Wednesday night’s Newcastle City Council’s meeting council leader Nick Forbes tweeted: “Lib Dems have just demanded that the council removes #DrummondPuddleWatch immediately! Spoilsports!”
One last glance before she goes…gan canny, pet. #DrummondPuddleWatch pic.twitter.com/xT7LV9J3um
— Law Library (@nclliblaw) January 7, 2016