I'm white!" Sacco, a South African herself,[2] intended the tweet to mock American ignorance of South Africa, and in a later interview expressed that her intention was to "mimic—and mock what an actual racist, ignorant person would say."[83][84] Sacco slept during her 11-hour plane trip, and woke up to find out that she had lost her job and was the number one Twitter topic worldwide, with celebrities and new media bloggers all over the globe denouncing her and encouraging all their followers to do the same. Sacco's employer, New York internet firm IAC, declared that she had lost her job as Director of Corporate Communications.[83] People began tweeting "Has Justine landed yet?", expressing schadenfreude at the loss of her career.[83][84] Sam Biddle, the Gawker Media blogger who promoted the #HasJustineLandedYet hashtag, later apologised for his role, admitting that he did so for Internet traffic to his blog,[82] and noting that "it's easy and thrilling to hate a stranger online."[85][86]