The challenge seemingly began with a tweet from Russian writer Alexander Pelevin, who posted a photo of the “Alexander” sofa. Other tweeters followed suit and posted pics of their own sofa namesakes.
Я так и думал, что в мире мебели был бы диваном в стиле "дорого-богато", раскладывающимся в какую-то уебищную гладильную доску. pic.twitter.com/t5cDt0emuE
— Александр Пелевин (@comrade_wolgast) May 19, 2020
The rules are simple: go to a search engine, key in your name and the word "sofa," find one that fits the bill, take a screenshot, and post it online. Here's what some sofas with human names look like:
"Yaroslav" sofa
ахахаахахаха, господи, выкатной!!!!! лудшое!! спасибо роджеру за идею!!!! https://t.co/YytgCqH5tUpic.twitter.com/ofsUvYooFm
— Сисиний Мясная Сиська (@kasahara_mei) May 18, 2020
"Elina" sofa
У меня был огромный выбор, но мне кажется этот никуда не вписывающийся диван - вот это я
— твой психолог (@nufrolofff) May 18, 2020
🤣🤣🤣 https://t.co/EapqiE3q2xpic.twitter.com/fSlqICQZl7
The “Boris” sofa (in the words of the eponymous tweeter) is “stylish and majestic.”
Диван и кресло Борис. Стильный! Державный! https://t.co/ksYRVvGD6Rpic.twitter.com/cv640OxeNL
— Полный спермобак, пожалуйста (@bnkrsv) May 19, 2020
The “Asya” sofa sure is cute.
боже, не ожидала, что я буду таким милым диванчиком))) pic.twitter.com/dQgN1P6LKn
— мне сказали ввести что угодно (@0_inoi) May 19, 2020
“Viktoria” is rather floral...
Диван Виктория Чебурашка https://t.co/TBJDDyWnXapic.twitter.com/NnhoThvzl0
— царица, налей (@tpakaa) May 19, 2020
And “Maxim” looks like a bench, but a comfy one.
отвратительно длинный диван pic.twitter.com/FYLlVyeIhy
— морковный сок (@sepulenie) May 19, 2020
However, some furniture stores were not overjoyed by the sudden popularity of their catalogs. This is because users in search of namesake sofas went berserk clicking on sofa ads. Furniture stores have to pay for these clicks, but they weren’t generating any revenue, just tweets.
Indignant clients of the online shopping aggregator Yandex.Market demanded a refund for “wasted advertising.” To its credit, the site did return the money, describing the situation as a “non-standard incident.”
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