Tumblr is an unusual place. It’s like a 24/7/365 contest to share the strangest, most random stuff, then an all out race to leave the most clever or snarky comments.
Brands that aren’t authentic and relevant to themself and the Tumblr ethos are going to get torn apart.
For Funyuns, we created a weird world called The Ringdom that spurred equal parts fascination and consternation amongst the Tumblr faithful. True to the brand, they either loved the Funyuns Tumblr or hated it. But either way, no one could look away.