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Hollywood event planner Andy King, now better known as the guy willing to perform fellatio on a Bahamian customs official to ensure concessions arrived to that calamitous Fyre Festival, is the most recent example of viral meme turned marketing brand.
King has been tapped by Evian water to do some endorsements for the bottled brand. Thus far, that amounts to an Instagram post and plenty of buzz.
In the post, King announces a promotional giveaway of 10 custom bottles featuring the phrase, "SO GOOD, YOU'D DO ANYTHING FOR IT."
King's internet notoriety exploded immediately following Netflix' release of Fyre: The Greatest Party That Never Happened, a documentary about a complete event planning debacle.
The film outlines the entire story of the festival's explosive initial marketing campaign and subsequent inability to deliver on that hype.
(In this case, "not deliver" means several people wasting hundreds of dollars, plenty of people stuck in the Bahamas without food or shelter, and Bahamian workers not receiving any compensation whatsoever.)
King's role in the film isn't major. Throughout the event planning process, King served as mentor to Billy McFarland, the main 'organizer' of the festival.
But King did find himself in way too deep in the festival, and as McFarland's complete unpreparedness came into view, King decided to go nose deep to save the festival however he could.
So when King found himself negotiating with Bahamian customs to ensure that four 18 wheeler trucks filled with Evian water made it to the festival.
When a solution was needed, Billy asked King, "[their] wonderful gay leader," to "take one for the team."
Suddenly that Evian custom bottle slogan about doing "anything" makes a whole lot of sense.
After the documentary grew popular on Netlfix upon release, it was a very fertile time for memes.
Truly, the writing was on the wall for King and Evian to capitalize on the opportunity.
King, in a Netflix promotional tweet, has already responded to fans, showing himself a pretty good sport about everything.
And beyond the Evian endorsement, King apparently was offered some TV deals in early 2019, though they did not turn into anything.
As for Billy McFarland, the one who totally left King out to dry, and ironically kickstarted a new endorsement career, his Wikipedia article is literally titled, "Billy McFarland (fraudster)."