[4] The photo quickly became popular on the image board 4chan, and 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".

[2] In 2013, Bad Luck Brian (depicted by Craven himself) featured in a YouTube video sketch alongside fellow meme Overly Attached Girlfriend, where the two characters go on a date.

This collaboration prompted Craven to create his own Bad Luck Brian Youtube channel and accounts on Facebook, Instagram and Twitter.

[2] Bad Luck Brian was turned into T-shirts, stuffed animals and novelty items sold by Walmart and Hot Topic.

[10] In 2023, Craven appeared in character as Bad Luck Brian for a commercial for insurance company The General alongside Shaquille O'Neal.