Two months ago, EmyBFF started a stunt series where they drop their plushie mascot from crazy heights.

The premise: “Dropping Emy 1mm for every new follower until we reach the Burj Khalifa.”

No product pitch. No app demo. Just an objective viewers can track and influence. It became their main distribution channel.

4 days ago, the account crossed 830K followers (their stated Burj Khalifa height target), and they shipped the “final” moment: dropping Emy from an helicopter in Dubai.

That payoff video did 2.5M views after more than month of no posting.

They took this opportunity to launch their new goal

“100k likes on this comment and we’ll take Emy to space.”

That comment is currently at 14,000 likes.

They also ran this series on TikTok under a separate account; same concept but it stalled early with their last post post being Day 5 (Nov 26) with 1M total views across 5 videos.

As of today, @emyadventure1 is sitting at:

• 1M followers
• 112.5M total views
• 7 posts total
• First post went live ~2 months ago
• New objective: Space (they’re framing it as “followers left until dropping Emy from space” now 237,837 left, implying a 1,237,837 follower target)

This is currently their only account actively posting the series. No new parallel accounts pushing the same format right now.

Right now, the app is posting though only one account. 

On TikTok, they haven’t posted since the end of November, and there haven’t been any new TikTok accounts pushing the format either.

No change in their download and revenues for now:

We’ll keep you updated.