The photo quickly became a popular image macro on social media networks like Facebook and Twitter, depicting "a guy who can’t catch a break [. . . ] a symbol for a stroke of hilarious bad luck" and was turned into T-shirts, stuffed animals and novelty items sold by Walmart and Hot Topic. Volkswagen and other companies paid to use his picture in their advertising campaigns. Craven stated that he rubbed his face with a sweater to redden it and adopted an obnoxious smile; however, the high school principal at the time had him retake photo . Craven works for his father's construction business building churches.