After seven sterling seasons, Don Draper and company drifted off into TV history last night, with “Person to Person” capping Matthew Weiner’s classic run on AMC’s Mad Men.

As with any high-profile show coming to an end, Sunday night was typified by impossible anticipation and insurmountable baggage, all rattling through the reliably loud engine of social media. The build-up and anticipation was palpable.

Since Mad Men returned from a year-long hiatus, AMC has been touting the series’ final episodes as #TheEndofAnEra and in the week leading up to the finale, the network has been toasting to the series, one promo at a time.

On its Twitter and Instagram, AMC counted down with “One Last Client Lunch,” “One Last Cigarette,” and “One Last Pitch,” ending on “One Last Drink.”

As the finale drew closer, many outlets were making predictions and expressing how they wanted the show to end.

Following a marketing campaign that celebrated Mad Men’s New York setting, May 17 was treated as a day of celebration in Los Angeles. There were events all day, including a two-hour long panel discussion in Hollywood, a Jason Reitman directed live-read of the show’s “The Wheel,” a screening of the series finale, followed by—what else?—a party.

The rest of the nation’s party occurred online when the episode opened on “Don Racer.”

From there, Twitter exploded with live-tweets, recaps, predictions, analyses and naturally, bitter arguments. Several moments in particular captured the social media zeitgeist, including the genesis of the Harris-Olson production company, “the braided girl” controversy regarding whether the check-out girl with braided hair foreshadowed the Coke commercial to come and a dream scenario for fans of Peggy + Stan.

But much of the reaction, of course, came in response to the show’s final moments, on the ambiguous shot of Don cracking a smile at a 1970s yoga retreat, seamlessly leading into Coca Cola’s iconic 1971 ad, “I’d like to buy the world a Coke.”

Coca-Cola, of course, didn’t waste the opportunity, getting in on the social media furor:

The fallout has been terrific for the company, as digital consumption has exploded 991%, according to Forbes.

The ad and the finale in general has naturally sparked a wide disparity of emotional responses and reactions, from bliss to despair and a healthy amount of cynicism.

Nearly a day after the series’ close, 97,000 people remain tweeting about #MadMen, the finale still trending. Last night AMC bid farewell (#FarewellMadMen) to their flagship show, and while the reviews are in, the discussion has merely just begun, Don Draper’s life continuing long after this Sunday. TIME’s Brian Moylan believes it doesn’t matter what we think but that certainly won’t stop anyone from sharing their thoughts to anyone who might happen to like, favorite or retweet it. We may never have a consensus on the finale, and that’s precisely how AMC wants it.

In the meantime, I think I’ll buy myself a Coke.

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