On Saturday, April the giraffe gave birth on a highly viral live-stream that was the “internet version of the Super Bowl” for Toys R Us. The retailer began sponsoring the Animal Adventure Park “Giraffe Cam” after the 15-month mark of April’s pregnancy, thanks to the natural tie-in with their mascot and the popularity of the feed. For weeks, the stream has sported the brand’s logo while Toys R Us has offered a curated online shop of toy giraffes and exclusive videos of the zoo. The effort became “a continuous marketing campaign that…lasted longer than anyone expected” and the feed racked up millions of viewers—more than the Grammys or the NCAA final games this year. (Fortune, NPR)
