In the twentieth minute of the fourth hour on the afternoon of 28 April, in the Lord's annum 2011, Labour MP Ed Balls tweeted his own name.
For the years that followed, tweeters have marked the hallowed hour by retweeting him, tweeting 'Ed Balls' or tweeting their own name. With the election coming up, the Shadow Chancellor is really embracing his former social media gaffe.
In fact, he was so enthusiastic about it the joke seemed to get a bit less funny.
He even did a real life interpretation of his tweet:
Still, we got into the spirit too:
As did the Labour press team:
And Tesco: