When Travis Scott dropped JACKBOYS 2 on July 11, 2025, the track “Shyne” exploded on social media almost immediately—becoming an instant meme for its “wobbly wiggly woah” lyrics. RunThis saw an opportunity to jump into the conversation and moved fast.
HYPOTHESIS
Can a trending conversation come to life as a tangible product? And how quickly can that product actually hit the internet? We believe that creating something you can physically hold in your hand is a shortcut to mass virality in an online world filled with comps and AI generated slop. This was an experiment designed to put that belief to the test.
THE IDEA
The actual lyrics of the track—“Swoop it down! Wobble it! Wiggle it! Woah!”—reminded us of the sounds you’d hear coming out of a classic Bop It toy. Which led to the core concept. A special edition Bop It that replaced the typical sounds the toy makes with Travis Scott’s vocals from his viral track.
THE EXECUTION
Within 18 hours of the song going viral, we got our hands on an original Bop It device and got to work. Using an everyday printer and sticker paper, we replaced the Bop It! graphic with a Jack It! logo, and covered the “Twist It”, “Pull It”, “Flick It” and “Spin It” graphics with stickers reading “Wobbly”, “Wiggly”, “Swoop It Down” and “Woah”.
Meanwhile, an in-house sound engineer took Travis Scott’s vocals and infused them into the Bop It world. From there, all we had to do was play the audio from a phone at the same time we pretended to play with the toy.
In an online world filled with comps and AI generated slop, something you can physically hold in your hand is a shortcut to mass virality.
THE SEEDING
RunThis has spent a considerable amount of time cultivating relationships with the admins behind the most popular viral media platforms online. Within minutes of posting the Jack It on the RunThisLabs accounts, we leveraged our DMs to lock up coverage from @Rap, @RapUp and @Records—3 pages with a combined 16.3 million followers.
The distribution strategy wasn’t luck—it was infrastructure. Media pages are the kingmakers of hip-hop internet. Getting your product on their feed is the difference between 200 views and 200,000 likes. And that infrastructure was in place before the moment hit.
THE RESULTS
The media pickups account for 99.4% of all engagement. This was a media-driven play, not an organic growth play. Two posts. Massive reach.
RapTV is the #1 hip-hop media page on Instagram. The caption credited @runthislabs and framed purchase intent: “Would y’all cop this?” People were still commenting over a month later.
RapUp leaned entirely into the name—“Jack It is a WILD name” was the hook. The 17,500 shares are the standout metric. People weren’t just watching; they were sending this to friends. That share-to-like ratio is significantly above TikTok norms, which means the name was the viral mechanic, not just the product.
Key Findings — By the Numbers
A $30 product, built in 18 hours, seeded through DM relationships, generating a quarter-million engagements and an artist co-sign from one of the biggest names in music.
THE CO-SIGN
Travis Scott—one of the biggest artists in the world, 50M+ Instagram followers—liked the RapTV post featuring the Jack It! custom Bop It made by RunThis Labs.
An artist like is the difference between “random fan project” and “culture.” It means Travis’s team (or Travis himself) saw the product, processed it, and approved it enough to engage. Fans who discovered the like treated it as news—comments like “Travis liked this” drove second-wave engagement as people returned to the post to verify.
For RunThis’s business development, “Travis Scott engaged with our product” is a sentence that opens doors. This is proof-of-concept that RunThis can create objects that reach the artist level.
THE LEARNINGS
The Jack It! experiment validated the core hypothesis: a physical product built fast, named provocatively, and seeded through relationships is a repeatable shortcut to massive reach. But it also revealed what we’d do differently next time.
- Have a landing page ready. 685 comments with purchase intent and nowhere to send them. Even a “sold out” page builds the email list.
- Post the origin story during the wave, not after. The BTS video posted months later got 2,583 plays. If it dropped the day after RapTV, it would have caught the wave’s traffic.
- Convert reach to followers. 202K likes on RapTV generated ~0 new followers for @runthislabs. Every media feature needs a “follow us for more” push in the comments.
- Stack the media hits. RapTV + RapUp was the distribution. Could it have also gone to Complex, Hypebeast, No Jumper, Akademiks? More seeds = more chances for the artist to see it.
- The name is the mechanic. “Jack It” generated its own reaction wave in the comments. People repeated the name just to say it. The provocative name was 80% of the virality—design for shareability, not just the product.
The playbook is now proven: cultural moment → physical product → provocative name → media seed → co-sign. Rinse and repeat.
