How we fooled the internet (And Justin Biebers mom)

Quick Facts:

  • Company: Yes Theory

  • Date: 10/28/18

  • Strategy: Viral Marketing , Reddit, PR

  • Key Advantage: Relationships and viral ideas

In September, Taylor got a call Yes Theory, Youtubers with over 3.5M Subscribers. They had someone who looked like Justin Bieber and wanted to do a viral video.

After some brainstorming with the team, Taylor came with an idea to keep it simple. Take a picture of the Justin Bieber Look-A-Like eating a burrito sideways. Something simple and viral. It would spark debate about who eats burritos like that, and the internet will have a field day.

We went to Chipotle and got a burrito, then staged the fake Justin eating in a park. We snapped some pics of him biting into the burrito sideways, posted them on Reddit and let the internet do it’s thing.

The picture was shared in every major publication, from USA Today to Time to BBC to Barstool. Every major celebrity from Diplo to @TheFatJewish to Chrissy Teigen even his manager Scooter Braun and Justin’s mom even believed it!


See more behind the scenes on the story highlight called FAKE NEWS


The campaign got 100’s of millions of free impressions for Yes Theory