Remember how on Wednesday we asked if Sunny Co Clothing's free swimsuit offer was a piece of marketing genius? Turns out maybe it wasn't.
Its Instagram post telling followers that if they shared the picture of the $65 swimsuit they would get one for free, was liked more than 340,000 times and saw Instagram users' feeds flooded with the image.
Tens of thousands of people shared the post and, based on the promise made by Sunny Co Clothing, were entitled to a free swimsuit (well, free plus a $13 packing and shipping fee).
Fast-forward to Thursday and it turns out ... erm ... it's likely not everyone will get one.
After the item sold out completely on Sunny Co's website, the company posted another Instagram update featuring some changes to its giveaway – as well as the promo code needed to get the free swimsuit.
Chief among those changes is: "Due to the viral volume of participants, we reserve the right to cap the promotion if deemed necessary."
In other words, if too many people try to claim the free suit, they'll shut it down. Also, the offer's only good for 24 hours and because of the huge demand, it could take 3-6 weeks to arrive.
If you want a tell-tale sign that things have gotten a little out of hand, they shut down comments on the post.
But then again, there's a good chance the vast majority of Americans didn't know who Sunny Co Clothing were a few days ago – so maybe that's a win for them?
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Cnet said the giveaway has "turned into an internet dumpster fire."
"Wow, it's almost as if social media has the potential to make posts go viral. Who could have seen this coming?" it added.
Needless to say people aren't too happy about the possibility they won't get their swimsuit after all, but social media is also full of posts from those furious at their feeds being clogged with a swimsuit the past couple days.