Brace yourself. This news might leave you shedding cerulean tears.

Crayola is retiring one single color from its classic 24-count box of crayons. And they want to make sure you're on the edge of your seat and tuned into the very moment it happens.

Last week, Crayola announced on all their social channels they had decided it was time for one lone crayon color to be banished from its box. This is the first time Crayola has switched up the colors in their 24-count box in 100 years, TIME reported.

But here's the catch: Crayola didn't announce which color they were retiring. Instead, last week's news was an announcement... of the forthcoming announcement.

The official reveal is happening on Facebook Live tomorrow, March 31, on National Crayon Day. All week, Crayola has been teasing the event. Of course, there's a hashtag. Leading up to the big reveal, they've been encouraging people to #ShareYourFave and guess #WhosLeaving.

This move from an iconic brand represents a new strategy in advertising and public relations. Want people to talk about your company? A press release isn't going to cut it.

Crayola strategically planned the reveal. They're generating as much buzz and press as possible before there's anything to even announce. By now, people want to know which color Crayola will retire. Those who wouldn't have cared otherwise might tune into the Facebook Live event just to see what happens.

The old-school tactics to bring attention to your brand are no more. This is 2017. Brands announce things on Facebook Live (like when McDonald's unveiled their new straw).

What's more, brands aim to get their audience to participate and play along. Crayola has made the color retirement a week-long internet event by inviting people to speculate and wax poetic on their favorite colors.

Willing to take a guess? Here are the colors in the 24-count box right now: red, yellow, blue, brown, orange, green, violet, black, carnation pink, yellow orange, blue green, red violet, red orange, yellow green, blue violet, white, violet red, dandelion, cerulean, apricot, scarlet, green yellow, indigo and gray.

I really want to know something else. You can't have a 23-count box of crayons, which begs this question: Which color will be the replacement? Perhaps millennial pink?