Brands are fleeing TV for social. The agency behind 50 Cent’s and Alix Earle’s viral Super Bowl-week ads just sold for at least $100 million
Source: Fortune ·
Exclusive: Get Engaged becomes a part of SAMY, a global social-first marketing company.
From the source
Two of the most viral ads of the past two Super Bowls didn’t run on national television. Alix Earle’s “hangover burger” spot for Carl’s Jr. in 2025 and 50 Cent’s “Beef 101” campaign for DoorDash this year were built for social media. The Atlanta-based social-first marketing agency that worked on both campaigns, Get Engaged, has entered a partnership with SAMY, a global social-first marketing company, in what cofounder Cam Fordham told Fortune exclusively is a “low nine-figure deal,” with a stock and cash component and an “injection of resources to scale even further.” That means the deal is valued at at least $100 million. The deal closed Sept. 30, and all three cofounders (Fordham, Alex Dermer, and Ben Hiott) are staying. Dermer will take the CEO title. “Fundamentally, it’s an acquisition, but the founders, all of us here today, will remain,” Fordham said. From Facebook side hustle to virality Get Engaged started in 2016 as what Hiott calls “essentially a side hustle.” He was…