“I’ll save you the time, your instagram feed is a picture of a girl in a red bathing suit and nothing else. Don’t even open the app.”
A swimsuit company in the US is facing the prospect of having to give away tens of thousands of free swimsuits after a promotion on Instagram spectacularly backfired.
On Thursday, Sunny Co Clothing announced a 24-hour giveaway: Anyone in the US who reposted an image of a model in a swimsuit and tagged Sunny Co would be sent a code to receive a $64.99 swimsuit for free, paying only shipping and handling.
To say the promo went well would be an understatement – more than 100,000 people commented on the Instagram post, and there are thousands of reposts on Instagram from people trying to get a suit.
So people’s Instagram feeds were absolutely flooded with this picture of a girl in a red swimsuit.
About 20 hours after launching the promotion Sunny Co updated the terms, adding it can “reserve the right to cap the promotion if deemed necessary.”
And then the memes began to roll in:
Girls this summer pulling up to the pool with their free "SunnyCoClothing" swimsuit pic.twitter.com/hNeXWNpslD
— Karim (@karimtbe) May 3, 2017
your wcw reposted the red swimsuit pic
— Kenna (@KennaWoodvine) May 3, 2017
this how girls gon be this summer after this sunnycoclothing giveaway pic.twitter.com/sqvg1BPa4a
— Isaac 【=◈︿◈=】 (@glockjawz) May 3, 2017
I'll save you the time, your instagram feed is a picture of a girl in a red bathing suit and nothing else. Don't even open the app
— Sam Branstool (@lil_SammmyB) May 3, 2017
today was a bad day for the young entrepreneur who just started a swimsuit company hoping that people would buy their product
— Hoodie Allen (@HoodieAllen) May 4, 2017
— Manuel (@mcabrejos237) May 3, 2017
The swimsuit giveaway got so viral, multiple Twitter accounts renowned for stealing tweets got in on the act.
how ur whole squad gonna look once they're in their Sunny Co Clothing suit pic.twitter.com/F7XA1vs2w7
— Common White Girl (@GIRLposts) May 4, 2017
Then, a bunch of copycat social media accounts popped up, essentially scamming people into flooding the actual Sunny Co Instagram with bizarre requests to follow a Snapchat page.
People have been angrily flooding the one of the founders on Facebook, as well as the company’s official Instagram, asking for their money back. Some say they ordered the swimsuit, entered the promo code, and were told they would be charged for postage and handling, but when they received confirmation of their order it showed they had paid full price.
BuzzFeed News spoke to several women who said they purchased the swimsuit using the “SUNNY” promo code. All of them provided screenshots to show they were charged the full price for the swimsuit instead of just the $12.98 for shipping.
All the women said they had sent messages to the company on multiple social media platforms but had received no reply.
One of the women said a spokesperson for Twazer App – which sponsored the giveaway – told her the company was flooded with orders, but would reach out to her, adding that “everything will be sorted out”.
The Pamela Sunny Suit is now marked as sold out on the site.
A spokesperson for Twazer told BuzzFeed News that SunnyCo is aware of the problem and are working to “ensure that everyone is charged appropriately for their purchases.”
“We’re both young companies and are a bit overwhelmed by the immense amount of interest in the product,” the spokesperson said.
“We’re very grateful to have such an amazing customer base and pledge to work with SunnyCo to ensure that all customers are charged what they should be and not more.”
BuzzFeed News has contacted Sunny Co for comment.