If productivity drops in your office today, it’s probably because most people spent the morning watching a Periscope stream of people trying to cross a puddle in Newcastle, England.
The #DrummondPuddleWatch began early this morning, and was immediately a top Twitter trend around the world. By the time it was over, 547,819 people had watched the stream.
The feed was strangely compelling, because everyone navigated the puddle in different ways: Some walked gingerly, some ran, some jumped and some biked, all with their umbrellas blowing in the wind.
Others were even more creative—one pedestrian danced through the puddle Gene Kelly style, and another actually lay down and started making puddle angels (which, though not hygienic, was quite entertaining to watch). Two road workers even got in on the fun, kicking a ball through the puddle.
No matter how people chose to cross it, a crowd of onlookers snapped pictures of them as they went. And as it got to be nighttime in Britain, some of the more charitable onlookers held flashlights for puddle jumpers.
Even when the stream ended, the marketing opportunities for the puddle had only begun. No less than 12 Twitter accounts have been created for the puddle, and you can even bid on a bottle of Drummond puddle water on eBay for 65,800 pounds ($96,194).
The masterminds of the puddle stream were from Drummond Central, a British marketing agency. The puddle is located outside their building, and the staff has had such fun watching people navigate it that they decided to set up the Periscope feed for others to enjoy. Little did they know how popular it would become.
“All I can say is, God bless the Internet,” Beth Hazon, Drummond’s managing director, told the Guardian.
And God bless Britain for giving its neighbors across the pond a chance to goof off at work on a Wednesday.