How 'the dress' broke the internet — and pushed Facebook to force everyone into their own filter bubble
The day began with a national frenzy over two llamas that escaped from an Arizona retirement home and ran wild for nearly three hours through the streets of Sun City, Arizona, pursued by hapless humans and capturing the interest of millions.
That afternoon, a Scottish folk singer named Caitlin McNeill had messaged Cates through Tumblr, where she managed the BuzzFeed account, with her urgent request about a wedding she'd played. One reporter called McNeill in the middle of the night in Scotland, which led to"The Dress Is Blue And Black, Says the Girl Who Saw It In Person." Our science editor dialed scientists after bedtime to churn out another piece,"Why Are People Seeing Different Colors In That Damn Dress?"
A couple of hours after it was posted, on the other side of the world, Cates's boss, Scott Lamb, was giving a morning speech at a media conference in Jakarta. All of the questions he fielded were about the Dress.— the kind of social content he'd hoped would define us. I toasted a blushing Cates with champagne in the middle of the office. Jonah bragged about it to advertisers.
"How often do you think things should go viral like the Dress?" Mosseri asked. Jonah was surprised by the question — and by the idea that the frequency of things going viral was up to Mosseri's team.
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