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aardmaan blog - April Fools Marketing

April Fools Marketing

Published April 17, 2008 by Gillian Hunter

We've seen a rash of April Fools this year. Some better than others. But, one thing is sure, telling tall stories is a serious business. April Fools can be very good for business. However, it has to be exceptionally done well. And needs to follow the simple rules of communication. Your Apil Fools' campaign needs to:
  • Fit your brand
  • Resonate with your existing audience
  • Reach a new audience
  • Able to go viral

Branding. Really good campaigns reinforce the brand and help people to make a stronger connection with your company, your values and ethos. The BBC always do exceptional April Fools campaigns. This year will probably go down as one of the most memorable. Read what the BBC Communications Department say about their Flying Penguins Campaign and how it fits with their brand.

Exisiting audience. Your existing audience needs to identify with your campaign. In fact, they need to love it. Feel they are part of the tribe - and in on the joke. What you really want them to do is to pass the message on. Google unleashed a glut of April Fools this year: GMail Custom Time gives existing users, who wish they could've sent an email earlier ... the opportunity to time travel. Google says it uses "an e-flux capacitor to resolve issues of causality." We believe you!

New audience. Is there a particular audience you wish to engage? Target your campaign to appeal directly to them! And if you're not known, how about making a crazy offer. One such example is "I Google For You", appealling to those who are too lazy to Google. Just a thought, the "I Google for You" inventor, Farhad Manjoo wasn't even on the radar last month! So, anyone can do it.

Viral. This is your ultimate goal. If your well-thought-through campaign just sits on your website, you will have spent a lot of marketing dollar with little effect. Learn from the pros. And, you don't need BBC, Google or Microsoft budgets! You just need some clever ideas. You can tell Laptops Direct (not the most viral of brands you would think), have had real fun with their campaign. Now is not too early to start thinking about next years campaign.