Three twenty-something guys, armed with smart phones and a neon yellow soccer ball, are scrambling in different directions in a crowded New York City Whole Foods. Shaun McBride just maneuvered around bandana-wearing Chris Carmichael to score a “goal” into a shopping cart, and now they have to escape before getting caught by startled shoppers or, worse, security.
“I got the shot!” says Jerome Jarre, breathing heavily outside of the grocery store. It is 30 minutes before the beginning of this month’s World Cup final, and they have to finish their Snapchat Story before the game starts. Together, the trio has an audience of almost 2 million people, and pockets of the fans have gathered around Union Square to take pictures of the social media personalities.
They are among the first viral stars of Snapchat, a popular mobile app created in 2011 on the premise that friends would send each other…
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