We created Netflix Spoilers, a site where people could explore spoiler culture and even spoil themselves.

First, we identified 50 of the worst/best spoilers that were on Netflix. They included everything from life-changing revelations to the murder of main characters.

Then, we made accessible with the click of a button. There was no way to know exactly what show or movie would be revealed, only that it would be a colossal spoiler. People found the button irresistible.

In the first week, people spoiled themselves 9 million times. And tens of thousands went on to finish the show on Netflix.

The site hit Reddit’s front page twice and generated 2.5 million social impressions in the first day.

Good Morning America, CBS, Ellen, Fox News, MSNBC, Access Hollywood, Comedy Central, Huffington Post Live, and countless local news stations picked up the story.

The site drew traffic from Netflix territories all over the world and was picked up in dozens of countries that didn’t even have Netflix, like North Korea.