The fried chicken chain KFC follows exactly 11 people on Twitter, six men named Herb plus the five Spice Girls from the UK pop group of the same name, which would appear to be a hidden reference to the company’s original recipe blend of 11 herbs and spices. Once this fact was figured out by one social media user, the Twittersphere and social media loved it, prompting KFC to reward the clever sleuth.

Juan Pena & Richard Casal: “A hidden ad waiting to be found in the following section of KFC’s twitter handle. It’s a space that no other brand had used before, and while it’s a pun, it’s a perfect one. Beyond the genius hidden message that ties back to the main attribute from the brand, the reward they sent to the fan who discovered it was also amazing: a painted portrait of the man piggybacking on Colonel Sanders. One of the best uses of social media we’ve seen.”