The broadcast, which lasted just over 45 minutes, went viral across Facebook and Twitter as suspense grew.
By the time the watermelon finally did explode — more than 40 minutes into the broadcast — more than 800,000 Facebook users had tuned in.
The video's popularity highlights why Facebook is so invested in its fledgling Live video product. The social network is paying celebrities and publishers (including BuzzFeed to use Live). Read more...