In 24 hours, Instagram was flooded with a photo of a girl in a Pamela Anderson-esque red bathing suit lounging pool side.
Sunny Co promised Instagram users if they reposted the photo within 24 hours and tagged Sunny Co, they would receive a free bathing suit.
The offer was a too good to be true for Instagrammers to pass up.
The company went from 7,000 followers to 784,000 overnight, and eventually the account was shut down.
Although the success of the red bathing suit photo is widely known, many do not realize Sunny Co has its roots in San Diego.
The cofounders of the company, Alan Alchalel and Brady Silverwood, are Torrey Pines High School graduates. Now seniors at the University of Arizona, they are not the typical college grads.
Silverwood states, “Two weeks ago the only thing on my mind was graduation from the University of Arizona. Now, with graduation only two days away, it's the last thing on my mind. My main priority right now is to fulfill all of the orders we have received. I won't be satisfied until we do so.”
Silverwood and Alchalel reiterated that they were completely caught off guard by the viral success of the promotion, and are working as quickly as possible to fulfill orders.
The company will only fulfill the first 50,000 orders, not all of the reposts in the first 24 hours. These bathing suits are targeted to ship within 3-6 weeks. For any customers who inadvertently paid full price for the Pamela swimsuit since the promotion’s inception, customers can file a claim for a refund. Thus far, the company has issued nearly $73,000 in refunds. Per the Promo Rules, all sales were final for customers who paid shipping and handling.