A mysterious Instagram account with a picture of an egg — which, gasp, broke Kylie Jenner’s record for likes on a single post — revealed its identity shortly after the Super Bowl following nearly a month of suspense. What it’s promoting: A mental health awareness campaign.
On Jan. 4, the Instagram account @world_record_egg made a post with a stock-like image of a brown egg about surpassing Jenner, stating, “Let’s set a world record together and get the most liked post on Instagram. Beating the current world record held by Kylie Jenner (18 million)!”
The post succeeded. Currently, it has over 52 million likes, and the account itself has 10 million followers.
Though the brown egg was the first post of the account at the time, on Jan. 18, the account posted another photo of a brown egg. However, this time, the egg had a crack in the top left corner, and the post had no caption. In two subsequent posts — one on Jan. 22 and the other on Jan. 29 — the brown egg had more cracks. Then, on Feb. 1, the account made a huge announcement: The identity of the egg would be revealed.
With a picture of a cracked egg and football laces, the post read, “The wait is over … All will be revealed this Sunday following the Super Bowl … Watch it first, only on @hulu.”
This post sent the Internet into a frenzy, as many curious users tried to figure out the identity of the mysterious egg. Hulu put an end to all the questions Sunday at 8 p.m. PST/11 p.m. EST, as a 30-second episode entitled “The Reveal” of the show “World Record Egg” disclosed that the egg is tied to a mental health awareness campaign concerning social media use.
At the start of the episode, the egg — which is slightly cracked, has drawn-on eyes and makes some sounds — introduces itself. Then, it notes, “Recently I’ve started to crack. The pressure of social media is getting to me.”
The egg then makes a direct plea to viewers, stating, “If you’re struggling too, talk to someone.” The final still of the episode directs viewers to mentalhealthamerica.net.
The site belongs to Mental Health America, a nonprofit founded in 1909 that is “dedicated to addressing the needs of those living with mental illness and to promoting the overall mental health of all Americans.” The organization currently has over 200 affiliates in 41 states.
Twitter users had varying reactions to the announcement. While some were disappointed, others applauded the campaign to spread mental health awareness.
The email account listed on world_record_egg’s Instagram page did not immediately reply to USA TODAY’s request for comment.
Follow USA TODAY intern Ben Tobin on Twitter: @TobinBen