The file-sharing service company LimeWire said in a statement on Tuesday that it had officially acquired the Fyre Festival brand "after a competitive bidding process" that included Ryan Reynolds' viral ad agency, Maximum Effort. "Fyre became a symbol of hype gone wrong, but it also made history," Julian Zehetmayr, the co-CEO of LimeWire, said on Tuesday. "We're not bringing the festival back - we're bringing the brand and the meme back to life. This time with real experiences, and without the cheese sandwiches," he added.