These days, shoes are dropping so often, your local FedEx guy can barely keep up. But then we noticed something about that guy in the truck. They were going viral on security cams more than most shoe drops do. And those spontaneous little content bombs were blowing up our feeds with a fresher/funner/authentic-er POV than the latest “authentic-influencer-endorsement” campaigns everyone in advertising is drooling over these days. So we decided to tap into the tech and the latent social network attached in a way that we hoped might stop a thumb from the infinite scroll abyss.