An "Anthro rock" display at an Anthropologie store.
A closed Anthropologie women's clothing store is seen at night in Milwaukee's Historic Third Ward neighborhood on Oct. 31, 2020.

Rocks are having a moment, at least the ones "sold" at Anthropologie.

Since mid-September, the global clothing and home goods store been going viral over a prank that continues to spread across social media.

It all began Sept. 14, when content creator Phoebe Adams tried to pull a fast one on her boyfriend by passing off a rock she grabbed outside as a $150 decoration from Anthropologie.

"Oh my god, Dan, come here. My rock came in," Adams announced to her confused boyfriend. "My rock. For our entryway table."

Adams' boyfriend became visibly distressed after hearing about the steep price tag, telling her he could've scavenged to find her a "million rocks."

Adams, who makes couples content with her boyfriend, kept the bit going by posting several other "Anthro rock" videos, since the hoopla began. The virality of the prank even spawned a recent collaboration with Anthropologie.

"Showing my boyfriend the Anthropologie rock collection (Anthro helped me gaslight Dan)," the text overlay included in Adams' video reads. Anthropologie has also gotten in on the action, posting their own "Anthro rock" content, which showcases an in-store display.

Find out what Anthropologie had to say about "Anthro rocks," including whether they're actually available for purchase.

Is Anthropologie actually selling rocks?

No. But thanks to Adams' and Anthropologie's videos, it sure looks like the rocks are for sale, even though they're not.

'Anthro rock' prank proved to be all-around win, Anthropologie says

According to Barbra Sainsurin, Anthropologie's global chief marketing officer, the moment "proved what’s possible when you move fast and lean into the unexpected with intention and heart."

In the span of a week, Adams' video garnered over 11 million views and served as the inspiration for hundreds of user-generated clips.

"The rock trend started with a fan, a sense of humor, and a moment of cultural magic—and we knew we had to meet it with the same spirit," Sainsurin said in a statement. "At Anthropologie, we believe in showing up where our community is, with creativity that feels authentic."

From Adams' clips to Anthropologie's own content, Anthropologie's rock collection has generated an estimated 135 million impressions online, including 11 million impressions and nearly 700,000 engagements across Anthropologie's social media accounts.

In addition to creating a display of "Anthro rocks" at a store in Marlton, New Jersey, that was featured in a few clips, the global lifestyle brand also facilitated a giveaway on TikTok. (Only select viral participants were gifted real "Anthro rocks.")

"Community sentiment has been overwhelmingly positive, with audiences appreciating our playful participation and feeling genuinely connected to the brand," Sainsurin said.

This article originally appeared on USA TODAY: 'My rock came in': Why some people think Anthropologie is selling $1,000 rocks

Reporting by Amaris Encinas, USA TODAY / USA TODAY

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