On Friday afternoon, hundreds of thousands of people tuned in to a live Facebook broadcast of BuzzFeed staffers painstakingly putting rubber bands around a watermelon until it finally exploded. That's right: No plot, no celebrities, no spectacle — just safety goggles, rubber bands and a very tense watermelon.
The video, now archived on the BuzzFeed Facebook page, has been shared more than 9,000 times, and CNBC reported that, at the climactic moment of watermelon-splosion, there were more than 800,000 people watching the feed live.
Something about the slow build-up, the waiting, the guessing and the final, inevitable, juicy conclusion captivated the world, and for a brief moment, we were all united in watching the watermelon. On Friday afternoon #Watermelon was trending on Twitter, and people just couldn't stop freaking out about melon-mania.
Some were really enjoying the vibes:
Some were eye-rolling over the hysteria:
And, of course, companies were trying to get in on what the kids were talking about: