In a world overflowing with content, breaking through the noise requires more than just good writing—it takes emotional intelligence, psychological insight, and a touch of the unexpected. Nowhere is this truer than in the realm of congratulations messages. Whether it’s for a promotion, a wedding, a graduation, or a personal milestone, people receive congratulatory notes all the time. But only a few truly stand out. What makes some congratulations messages go viral while others are instantly forgotten? The secret lies in understanding the psychology of surprise and applying it strategically. In this comprehensive guide, we’ll explore how to craft unexpected, emotionally resonant congratulations messages that don’t just celebrate, but captivate—fueling shares, likes, and lasting impact.
Understanding the Psychology of Surprise: Essential Foundations for Viral Congrats
To craft congratulations messages that go viral, you must first understand why surprise has such a powerful effect on the human brain. Surprise is not just an emotional reaction—it’s a cognitive mechanism that helps us make sense of the world. It interrupts patterns, captures attention, and makes moments memorable. In this section, we’ll explore the psychological science behind surprise, its emotional triggers, and how aligning it with audience expectations sets the stage for highly shareable, unforgettable messages.
The Science Behind Unexpected Moments
Brain Chemistry and Dopamine Release
When we experience something unexpected, our brains release dopamine—the “feel-good” neurotransmitter. This chemical surge not only makes us feel pleasure but also enhances our ability to retain the memory of the event. According to neuroscience research, the brain’s reward circuitry becomes highly active in moments of surprise, creating a feedback loop that reinforces attention and emotional connection. This neurological response is why surprising congratulations messages are more likely to resonate and be shared.
- Dopamine helps anchor the message in long-term memory.
- Unexpected stimuli activate the brain’s ventral tegmental area—a core part of the reward system.
- Surprise acts as a signal that something important has occurred, compelling the recipient to pay closer attention.
Memory Encoding and Emotional Arousal
Surprise also improves memory encoding. Studies show that emotionally charged events are more likely to be remembered with clarity and detail. This is particularly relevant for congratulations messages, which aim to mark a significant life event. When surprise is combined with joy, humor, or awe, the brain prioritizes the moment—making it both more meaningful and more likely to be retold or shared.
- Emotional arousal boosts the hippocampus’s ability to store information.
- Unexpected moments paired with emotional warmth create what psychologists call “flashbulb memories.”
Emotional Drivers That Fuel Sharing
Joy, Awe and Cognitive Dissonance
Content that surprises often evokes strong emotional reactions—especially joy and awe. These feelings are potent drivers of social sharing. When users experience emotional elevation, they’re more likely to want to pass that feeling along. Interestingly, mild cognitive dissonance (a positive contradiction that breaks expectations) also contributes to virality. For instance, a highly formal person receiving an over-the-top silly message can create an emotional “jolt” that’s both delightful and memorable.
- Joy fosters immediate sharing with personal networks.
- Awe increases message value and perceived importance.
- Cognitive dissonance encourages recipients to make sense of the contradiction, deepening engagement.
Novelty, Anticipation and Reward Loops
Humans are wired to seek novelty. Novel congratulations messages tap into this desire and keep recipients emotionally engaged. Combined with anticipation—such as a delayed reveal or a humorous setup—these messages stimulate curiosity. When the payoff is satisfying, a mental reward loop is completed. This loop compels recipients not only to remember the message but also to share it as a gratifying social experience.
- Novelty increases attention span and curiosity.
- Anticipation builds emotional tension, amplifying the impact of the surprise.
- Reward loops create satisfaction, encouraging repeat viewing and sharing.
Aligning Surprise With Audience Expectations
Not all surprises are welcome. To be effective, unexpected congratulations messages must still align with the recipient’s values, tone preferences, and cultural context. This is known as “calibrated surprise.” It’s the difference between delight and discomfort. A message that is too outlandish may confuse or alienate. On the other hand, a finely tuned surprise—one that playfully disrupts expectations without violating norms—can elevate the message into something unforgettable.
- Analyze your audience’s typical communication style—formal vs. casual, sentimental vs. humorous.
- Use known traits, habits, or achievements to ground the surprise in authenticity.
- Ensure tone and message intent remain respectful and relevant to the occasion.
Understanding how and why surprise works at a psychological level empowers you to design congratulations messages that resonate deeply, travel widely, and remain memorable for years. With these foundations in place, we can now explore the specific components that make these messages go from good to groundbreaking.
Core Elements of Unexpected Congratulations Messages: Proven Components
With a clear understanding of the psychological mechanisms that make surprise so powerful, the next step is to build congratulations messages using structural and emotional components that deliver on that promise. This section explores the essential elements that make these messages successful: how to hook attention, personalize authentically, and format for maximum impact. These proven components, when thoughtfully combined, form the blueprint for high-performing, viral congratulatory content across platforms and audiences.
Crafting a Compelling Hook
The opening of any message is critical. It determines whether the recipient engages, scrolls past, or shares. A compelling hook disrupts expectations from the very first second. It creates curiosity, emotional contrast, or humor—anything that encourages the recipient to pause and continue reading. In unexpected congratulations messages, the hook serves as the entry point to surprise. It can be visual, verbal, or structural, but it must be unmistakably different from standard, formulaic greetings.
- Start with a pattern break: Replace “Congratulations!” with an unexpected statement like “Wait… What Just Happened?” or “Alert: Major Life Upgrade Detected.”
- Use power words: Terms like “unbelievable,” “epic,” “legendary,” and “officially awesome” immediately elevate emotional tone.
- Introduce narrative tension: Open with a brief mystery or playful misdirection that resolves in celebration.
A well-crafted hook sets the emotional tone for the rest of the message and primes the recipient to experience delight, awe, or humor—emotions that fuel sharing and memory.
Personalization and Authenticity
Dynamic Data and Merge Fields
Personalization makes a message feel intentional rather than mass-produced. Dynamic data fields—such as the recipient’s name, milestone type, date, or location—are commonly used in emails or SMS campaigns to tailor messages. But viral congratulations messages go further by incorporating deep personalization: shared inside jokes, specific achievements, or references only the recipient would fully understand. This depth creates emotional resonance and increases perceived value.
- Use first-name insertion in subject lines or opening lines to boost relevance.
- Reference specific achievements like “closing your biggest client yet” or “completing your 100th sale.”
- Integrate cultural or group-specific language that reflects shared identity or context.
Advanced personalization doesn’t just acknowledge the recipient—it celebrates their uniqueness in a way that makes the message feel custom-built.
Tone Matching and Brand Voice
Effective messages align with the tone of both the sender and the recipient. Whether playful, formal, or irreverent, the tone must feel appropriate and authentic. A disconnect in tone can make a message seem forced or awkward. For personal messages, matching the recipient’s natural communication style increases connection. For branded messages, maintaining a consistent voice across platforms reinforces trust while allowing for creative expression.
- Playful tone: Great for birthdays, personal wins, or peer-to-peer messages. Example: “You did it! And no, this isn’t a drill.”
- Elegant tone: Ideal for weddings, anniversaries, or formal promotions. Example: “We are deeply honored to celebrate your extraordinary milestone.”
- Branded voice: Maintain alignment with core brand personality, whether witty, inspirational, or professional.
Consistency in tone ensures that surprise feels intentional rather than jarring, preserving the integrity of both message and messenger.
Structuring for Maximum Impact
List Cues and Numbered Highlights
List formats are highly scannable and perform well in digital environments. Structuring a message using list cues not only improves readability but also gives each point its own moment to shine. This technique is particularly effective when sharing multiple accomplishments, traits, or sentiments in a single message. It also works well for humorous or exaggerated “reasons you’re amazing” posts.
- Numbered lists: “5 Reasons This Promotion Was Inevitable” or “3 Times You Crushed It This Year.”
- Checklist format: Visually playful and taps into a sense of achievement.
- Countdowns: Builds anticipation and can lead into a surprise at #1.
Using structured formatting like lists not only boosts engagement but also makes it easier for others to copy, modify, or repost the message—essential behaviors for virality.
Visual and Verbal Surprise Triggers
Strategic use of visual or verbal “triggers” heightens the impact of surprise. These are elements designed to stand out—bold phrasing, unexpected formatting, emoji placement, or even deliberate delays (like whitespace before a punchline). While subtle, these design choices signal that something different is happening, which primes the recipient to be emotionally engaged.
- Capitalization and line breaks: Used sparingly to signal drama or emphasis. Example: “YOU. ACTUALLY. DID. IT.”
- Unexpected emoji use: A rocket 🚀 at the end of a formal note or a unicorn 🦄 in a business setting can add levity.
- Time-delay reveals: Use ellipses, spacing, or pauses to heighten anticipation: “And the award for Most Likely to Succeed Goes to… YOU.”
Surprise triggers are best used with restraint and purpose. Overuse can feel gimmicky, but when deployed strategically, they enhance emotional impact and encourage recipients to read and reread the message—strengthening memorability and shareability.
When these core elements are integrated—attention-grabbing hooks, deep personalization, tone alignment, and dynamic structure—the result is a congratulations message that goes beyond recognition. It becomes a moment. And in today’s digital world, moments are what people share, remember, and revisit. In the next section, we’ll walk through the step-by-step process to craft these messages from idea to execution.
Step‑By‑Step Guide to Crafting Shocking Congrats That Delight
With the psychological foundations and key components in place, it’s time to move into execution. Crafting a viral, unexpected congratulations message isn’t about chance—it’s a creative process grounded in strategy. This section presents a structured, step-by-step guide that covers the full lifecycle of message creation, from researching your audience to generating ideas, writing, testing, and refining. Whether you’re creating a one-off personal message or building a scalable campaign, these steps ensure your congratulations message is not only surprising—but emotionally resonant and widely shareable.
Research and Audience Insight Gathering
Effective surprise depends on relevance. To create a message that feels personal and powerful, you need to understand your audience—not just demographics, but their communication style, preferences, and values. This step is foundational, whether you’re congratulating a friend, an employee, or a customer segment.
- Identify context: What is the occasion? A graduation, promotion, product launch, or personal achievement?
- Understand audience tone preferences: Do they prefer humor, sincerity, formality, or playful banter?
- Note communication channels: Where will the message appear—email, social media, card, Slack, video, or text?
- Look for inside knowledge: Collect personal quirks, running jokes, or details others might overlook. This sets the stage for a message that feels intimate and impactful.
Audience insight gives your message structure, voice, and emotional texture. Without it, even the most creative surprise may miss the mark.
Message Ideation: Templates, Swipe Files and Frameworks
Ideation is where creative momentum starts. While surprise should feel fresh and spontaneous, the best messages often follow proven formats or frameworks. Starting with a flexible structure allows you to add layers of originality, while still anchoring the message in emotional clarity and narrative flow.
Ultimate “Wow” Template
This adaptable template is built to produce a classic surprise-and-delight experience:
- Line 1 – Pattern Break: Begin with an unexpected opener (e.g., “You weren’t supposed to do this… but wow, you did.”)
- Line 2 – Emotional Elevation: Highlight the achievement with vivid language.
- Line 3 – Unexpected Compliment: Offer a heartfelt or exaggerated praise, e.g., “You’ve officially become a legend in three zip codes.”
- Line 4 – Personal Detail or Inside Joke: Bring specificity to the message.
- Line 5 – Surprise Sign-Off: End with something they wouldn’t expect, such as “Now go buy yourself a cape—you’ve earned it.”
This structure delivers recognition, humor, and emotional resonance—three triggers essential for virality.
Humor‑Infused Surprise Twist
Humor, when used with care, magnifies surprise and makes messages instantly more shareable. This framework introduces humor early, then lands with a sincere note:
- Start with misdirection: “We regret to inform you… that your excellence has now been made public.”
- Build absurd exaggeration: “NASA called. They want to study how you keep winning.”
- Anchor with authenticity: “Jokes aside, your hard work is truly inspiring.”
This method balances levity with depth, making it ideal for peer recognition or social posts that demand engagement.
Testing and Iteration: A/B and Multivariate Methods
Even the most clever congratulations message can underperform if not tested. If you’re deploying messages at scale—especially via email, SMS, or social platforms—testing can significantly improve results. Testing ensures that not just the content, but the structure, tone, and delivery method are optimized for the greatest emotional and viral impact.
- A/B Testing: Try two variations of the same message with different subject lines, intros, or emotional tones. Measure open rates, shares, or engagement levels.
- Multivariate Testing: Test combinations of several elements—hook, structure, personalization level—to identify what resonates best.
- Small-group feedback: Send draft versions to trusted individuals who reflect your target audience. Gather honest reactions and use them to fine-tune the message.
When possible, test across platforms. A message that thrives on Instagram may underperform in an email. Refining based on data turns a good message into one that achieves meaningful reach and memorability.
By following this structured, creative process—starting with research, flowing through idea generation, and ending with deliberate refinement—you eliminate guesswork. Each step strengthens your message’s emotional appeal and virality potential. In the next section, we’ll go deeper into advanced psychological strategies to amplify shareability and make your congratulations messages truly unforgettable.
Once a congratulations message is crafted with surprise, authenticity, and clarity, the next level is amplification—ensuring it not only resonates but spreads. This section focuses on advanced psychological techniques that leverage human behavior and social dynamics to drive virality. These aren’t gimmicks or hacks; they’re rooted in behavioral science and communication theory. When applied thoughtfully, they enhance emotional salience, deepen engagement, and increase the likelihood of your message being shared, remembered, and revisited.
Leveraging Social Proof and Scarcity
Social proof and scarcity are powerful psychological drivers that influence how people perceive and respond to messages. While commonly used in marketing, they’re equally effective in emotionally charged content like congratulations messages—when used subtly and ethically.
- Social proof: People are more likely to share or engage with a message if they see that others have done so. Embedding cues like “Your coworkers are cheering too” or “Everyone’s talking about your win” taps into our desire for social validation.
- Scarcity: Limited availability or time-bound recognition creates urgency and elevates perceived value. For example: “This moment only comes once—so here’s a message worthy of it.”
Messages that imply social validation or rare significance feel more special—and that’s exactly the kind of emotional trigger that leads to sharing.
Emotional Peaks: Surprise, Delight and Awe
Psychologist Daniel Kahneman’s Peak-End Rule suggests people remember emotional peaks and final impressions more than the total experience. Applying this to congratulations messaging means creating a standout emotional moment and ending on a powerful, memorable note.
- Surprise: Insert an unexpected twist—not just in the beginning, but mid-message—to re-engage attention. Example: “…and then you went and broke every record. Again.”
- Delight: Incorporate a personalized gift, unexpected compliment, or reference that brings joy. Even digital “delights” like a meme, GIF, or playful emoji sequence can heighten positive emotion.
- Awe: Elevate the recipient’s achievement with language that evokes admiration or inspiration. Example: “Watching you rise has been nothing short of legendary.”
These emotional peaks form the high points of the message—what the brain latches onto and what gets repeated in conversation and on social media.
Timing, Context and Unexpected Delivery Channels
When and how a message is delivered can be just as impactful as the message itself. The element of surprise is amplified when it intersects with timing and channel in a way the recipient didn’t anticipate.
- Timing: Avoid delivering congratulations when it’s expected (e.g., immediately after an event). Delay can create intrigue and stand out. A next-day message with a surprising twist often feels more deliberate and thoughtful.
- Context: Tie the message to a meaningful moment or environment. For example, referencing a shared team milestone or pairing the message with a relevant joke from a recent meeting reinforces context-specific emotional bonds.
- Unexpected channels: Use a medium the recipient isn’t anticipating. If your audience expects a text, send a printed postcard. If they expect an email, deliver it as a quirky voice note or custom meme. Even shifting from public to private delivery (or vice versa) can create powerful emotional contrast.
Contextual creativity helps messages feel original and intentional. It also breaks the pattern fatigue that recipients often experience in repetitive digital communication environments.
Reciprocity and Identity Reinforcement
Another key to virality is making recipients feel so valued that they want to reciprocate—by sharing the message, thanking the sender, or spreading similar messages themselves. This is the psychology of reciprocity. Closely related is identity reinforcement: the idea that we share things that affirm how we see ourselves or how we want to be seen.
- Reciprocity: When a message feels like a thoughtful gift, it often compels the recipient to respond or amplify it. Example: “You inspire more than you realize—this is just a small token of our admiration.”
- Identity reinforcement: Messages that reinforce someone’s personal or professional identity (“You’re the kind of person who turns challenges into championships”) invite recipients to share it as a reflection of who they are.
These techniques work because they connect at a core level of self-worth and social identity—two psychological pillars of online behavior. When someone sees a message as both meaningful and self-affirming, the impulse to share it becomes natural.
By layering these advanced psychological techniques—social proof, emotional peak design, timing tactics, and identity reinforcement—your congratulations messages move beyond good writing. They become emotionally sticky, socially amplified, and structurally designed to spread. In the next section, we’ll explore how to measure and refine your messages for even greater performance and impact.
Measuring and Optimizing Impact: Analytics for Viral Messages
Creating a congratulations message that surprises and delights is only part of the equation. To consistently produce high-performing content, you need to measure what works, understand why, and refine your strategy accordingly. This section focuses on the analytics side of viral messaging—how to define meaningful metrics, use appropriate tools to monitor performance, and apply feedback to optimize future messages. Whether you’re crafting personalized notes or executing large-scale campaigns, data-driven iteration ensures that your messages are not only emotionally resonant but also operationally effective.
To evaluate the success of a congratulations message, you must first define the metrics that matter. Depending on the context—personal, team-based, or marketing-driven—the key performance indicators (KPIs) will vary. However, several universal metrics provide insight into reach, engagement, and emotional resonance.
- Share rate: Measures how often the message is forwarded, reposted, or re-shared. High share rates indicate strong emotional appeal and perceived value.
- Comment volume and quality: Tracks engagement depth. Look for thoughtful or enthusiastic comments rather than low-effort responses like “Congrats!”
- Open rate (email/SMS): Useful for email and SMS channels. A high open rate suggests that the hook—subject line or preview text—was effective.
- Click-through rate (CTR): If the message includes a link (e.g., to a landing page, video, or digital gift), CTR shows whether the message drove action.
- Conversion rate: For campaign-oriented messages, such as congratulating a customer after a milestone, conversion may refer to signups, referrals, or purchases triggered by the message.
These metrics help you distinguish between messages that simply acknowledge and those that truly connect—fueling both engagement and spread.
Tools and Platforms for Tracking Virality
To track and analyze performance, you’ll need the right measurement tools. These vary based on delivery platform (email, social media, internal communication tools), but all serve the same purpose: to provide actionable insights.
Social Media Dashboards
Platforms like Instagram, LinkedIn, Facebook, and X (formerly Twitter) offer native analytics dashboards that can help you monitor:
- Engagement rate: A ratio of interactions to impressions or reach.
- Audience demographics: Helps ensure your message is reaching the intended group.
- Top-performing formats: Analyze whether carousels, reels, static posts, or stories drive better engagement for congratulatory content.
Third-party tools like Sprout Social, Buffer, or Hootsuite offer consolidated dashboards that allow cross-platform comparisons and trend monitoring over time.
Sentiment Analysis and Heatmaps
Beyond surface-level metrics, sentiment analysis tools can measure the emotional tone of responses. This is particularly useful for understanding how well your message hit its intended emotional mark.
- Text sentiment tools: Platforms like Brandwatch or MonkeyLearn assess the positivity, neutrality, or negativity of comments or replies.
- Heatmaps for web-based messages: Tools like Hotjar or Crazy Egg show which parts of a message users focus on, hover over, or click most. This helps you refine visual structure and message flow.
Sentiment and engagement pattern analysis help you move beyond vanity metrics, offering a deeper view of emotional and behavioral responses to your message.
Continuous Optimization Through User Feedback
Optimization is a continuous process. Every message—especially those that fall short of expectations—is an opportunity to learn. The key is to gather qualitative feedback and synthesize it with your quantitative data to refine your future messaging approach.
- Direct feedback: Ask recipients for input, especially in internal team environments. Questions like “What stood out in that message?” or “How did it make you feel?” can reveal useful insights.
- Engagement patterns: Identify which words, tones, or surprise elements consistently perform well. Over time, you’ll see trends in what earns reactions and what goes unnoticed.
- Message repositories: Keep a swipe file or internal archive of high-performing congratulations messages. Tag them by format, audience type, and emotional tone to support reuse and iteration.
Equally important is post-mortem analysis of underperforming content. Evaluate whether the issue was timing, tone mismatch, or lack of personalization. Small refinements can lead to disproportionately better outcomes in future messages.
By bringing analytics into the creative process, you elevate your message strategy from guesswork to precision. Measuring impact doesn’t diminish emotional creativity—it strengthens it, allowing you to repeat and scale what works while discarding what doesn’t. In the final section, we’ll explore real-world examples of viral congratulations messages and distill practical takeaways from their success.
Inspiring Case Studies: Real‑World Viral Congratulations Successes
The true test of any congratulations message lies in its real-world performance. This section showcases a series of standout examples—from individual messages to brand campaigns—that demonstrate how the principles of surprise, personalization, structure, and psychological insight translate into viral success. By analyzing what made these messages resonate and spread, we extract proven tactics you can apply across contexts, platforms, and audiences. These case studies serve not just as inspiration, but as concrete evidence of how intentional design can turn a simple “congrats” into a cultural moment.
Brand Campaign That Shocked Millions
One of the most compelling examples of a viral congratulations campaign came from LinkedIn’s #YouMadeIt initiative. Designed to celebrate professional milestones like promotions, new jobs, and work anniversaries, this campaign used a blend of automation and personal storytelling to surprise users with recognition.
- Unexpected element: Users received stylized congratulations videos that featured their name, job title, and company—automatically pulled from their profile.
- Psychological hooks: Personalization (authentic recognition), novelty (dynamic video format), and social proof (tagged by colleagues).
- Virality driver: Users were encouraged to share their video on their feed, leading to exponential visibility within professional networks.
Takeaway: Even automated messages can feel deeply personal when data is used intelligently and design prioritizes emotion. Surprise doesn’t always require a joke—it can be as simple as being seen and celebrated unexpectedly.
10 Proven Congrats Templates That Went Viral
While originality is key, many viral congratulations messages follow identifiable patterns. Below are 10 real-world message structures that generated high engagement across platforms. Each combines proven psychological triggers with stylistic boldness or emotional resonance.
- The Fake-Out Intro: “We regret to inform you… that you’ve just set a new record in awesome.”
Why it works: Pattern break + humor + quick emotional shift. - The Visual Bomb: A social post using bold text overlays and emojis: “🎉 PROMOTED 🎉 … and not even surprised 💅.”
Why it works: Bright visuals and confidence signal share-worthiness. - The Peer Parade: A team congratulates one member with custom GIFs and a “Top 3 Reasons You’re a Legend” list.
Why it works: Group support + humor + personalization. - The Voice Note Surprise: Instead of a written message, a 30-second audio clip: “Hey [Name], stop everything—you nailed it.”
Why it works: Unexpected channel + emotional tone of voice. - The Meme Flip: A congratulatory meme using a trending format, but modified for a personal achievement.
Why it works: Cultural relevance + humor. - The Timed Reveal: A slow-build email with a fake “loading” animation that ends with fireworks and the message: “YOU DID IT.”
Why it works: Anticipation + delayed reward. - The Throwback Hook: “From intern to icon. Remember 2018? Look at you now.”
Why it works: Emotional timeline + identity reinforcement. - The Bold Listicle: “5 Reasons This Was Inevitable (and 1 We Didn’t See Coming).”
Why it works: Curiosity + structured storytelling. - The One-Word Stunner: Simply: “Unstoppable.”
Why it works: Minimalism + power + emotional space for reflection. - The Public Toast: A congratulatory post tagged with friends and family, styled like a speech: “To [Name]—for showing us what excellence really looks like.”
Why it works: Social visibility + emotional gravitas.
Takeaway: While formats vary, all of these messages contain a trigger (surprise or delight), a frame (structure or humor), and a connector (personalization or context). When combined, these make messages not only memorable—but shareable.
Key Takeaways and Actionable Lessons
Across these case studies and templates, several consistent patterns emerge. These aren’t random wins—they reflect deliberate choices rooted in human psychology and strategic communication.
- Surprise works best when grounded in relevance: A message that’s unexpected and deeply personal will always outperform generic praise.
- Visual or tonal contrast drives engagement: Whether it’s a meme or a minimalist message, contrast disrupts user scrolling behavior and commands attention.
- Social context amplifies emotion: Messages that reflect group values, shared history, or community participation tend to travel farther.
- Emotion plus structure = virality: Strong emotional content packaged in an easy-to-read or novel format performs better than emotion alone.
Real-world success proves that viral congratulations messages don’t happen by accident—they’re the result of careful crafting, emotional intelligence, and attention to timing, tone, and delivery. Whether you’re celebrating a colleague, client, or loved one, these examples show that a thoughtful “congrats” can do much more than recognize achievement—it can spark connection, admiration, and wide-reaching impact.
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