On December 12th, 2016, Kendall Jenner, Bella Hadid, and countless other social media influencers posted a picture of an orange square to Instagram. Now the emblem of an infamously misleading marketing campaign for Fyre Fest, this guerilla marketing strategy was the brainchild of Jerry Media, the advertising agency borne out of viral Instagram account @fuckjerry, and serial entrepreneur Billy McFarland, the mastermind behind the luxury music festival. Initially, Fyre was conceptualized as an exclusive talent booking app before the pitch evolved into a two-weekend getaway on a private island – a one-of-a-kind experience likened to the first Woodstock. Of course, we now know the venture turned out to be an unmitigated disaster that could be more easily compared to Lord of the Flies. And the viral success of the campaign that powered it only made the fiasco that followed more painful and unexpected.