Based on a case study and expert interviews, the present paper takes a detailed look at the origin, mechanisms and results of the Speedy Tuesday operations conducted by the Omega watch brand and the Speedy Tuesday community on Instagram. Our findings point to a profound evolution in communication codes that are based on a co-creation dynamic with lovers of the brand, relayed on social networks. This development has led to what we have called “communication-distribution morphing”, in other words, a hybridization of communication and distribution channels.