Can You Really Make a Billion Dollars Delivering Beer, Condoms, Rolling Papers and Nerds Ropes? – Philadelphia magazine

Rafael Ilishayev (left) and Yakir Gola pose with just a sampling of the stuff goPuff will whisk to your door in 30 minutes.
Photo | Christopher Leaman

An Instagram celebrity is spearing sour gummies off a platter with a fork, then plopping them into his mouth with the slow-moving consistency of a windmill. Fatboy SSE, as his stage name suggests, is a heavyset (and heavily tattooed) guy from North Jersey, sitting on a makeshift throne covered in boxes of Sour Patch Kids. With 2.1 million followers, Fatboy is the 39th most popular Web star from the Garden State, according to one website that tracks such things. He gets paid to
do this.

A cameraman with an iPhone is attempting a tracking shot of Fatboy’s antics inside a vast, low-slung warehouse just north of Chinatown that’s lined with deli-style refrigerators and racks of hookah supplies, sodas and tons of diabetes-inducing snacks. There’s a bunker next door stocking beer. The cavernous space has the frothy coloring of a Willy Wonka setting, but it’s poorly lit, as if Wonka had fallen in love with bodegas.

Despite the camera, there’s no plot to the sequence being filmed. No dialogue, either. Just a near-naked Fatboy, muttering to himself, “I love the green Sour Patches.” He’s wearing nothing but a pair of pink underwear, necklaces, white ankle socks, and a bright blue cap that says “goPuff.” That’s the entire gag. When it’s finished, the video will be 21 seconds long. It will receive more than 1.8 million views.

This avant-garde marketing ploy has been staged by goPuff, an on-demand delivery company started by two former Drexel students that holds, at the moment, the coveted title of Philadelphia’s Hottest Start-Up. Over the past six months, the service has expanded at a rapid clip, opening a new location every

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