Everyone Still Confused by #AlexFromTarget

Beyond the regular old midterm elections, the big story last night concerned a certain guy who works at a certain Target location in Texas — and the agency claiming responsibility for his viral status.

Breakr, which told the world last night that it is “not a marketing company” but “a multi-platform entertainment network for gen-z and millennials,” took credit for the whole “event” in a LinkedIn post and an interview with Chris Matyszczyk of C|Net, claiming that the “experiment” demonstrated its ability to make something go viral with the help of a few overexcited teenage girls.

Reality looks a bit less newsworthy.

A couple of analytical posts from last night — one via writer Thomas Baekdal and one via brand planner Hiroki Murakami of Edelman — dispute the Breakr claim (as do the tweets of many in journalism and marketing).

Most amusingly, both the girl who shared the picture (NOT the one who took it) and...