Content Marketing

April Fools’ Day content: the good, the bad, and the downright odd

By April 3, 2018 No Comments
April Fools' Day creative content

It’s the only day of the year when fake news is entirely acceptable. In fact, it’s actively encouraged. Once every 12 months, on the first day of April, brands, newspapers and content creators  all around the world attempt to fool and deceive, and we regard it our duty to honour the very best – and very worst – of 2018’s April Fools’ Day efforts.

We’re a creative content agency, so of course we like nothing more than seeing marketing efforts that go above and beyond, and show just how powerful content can be in getting messages heard. While we’re just as fond of seeing a robust content strategy or a particularly creative brief, sometimes it’s nice to just sit back and appreciate imagination and inventiveness, even if its primary aim is to hoodwink.

The good


Burger King

Burger King isn’t exactly the home of healthy food, but its latest ‘innovation’ – the Chocolate Whopper – appears to give consumers access to a whole new dimension of gluttony. Of course, this sugar-laden monstrosity probably won’t come to market – and for that your arteries should be thankful – but the video, beautifully produced and entirely professional, is a fantastic example of how to use content as the perfect way to start April.

Royal Albert Hall 

It’s unlikely that the Royal Albert Hall would ever top your list of venues most likely to produce a frivolous comedy video, but on this showing, I am begging them to create more. I don’t want to spoil this for you, so all I can do is urge you to give it a watch.


We are in an age of relentless technological innovation, with brands constantly looking for new and interesting ways to entice consumers. However, T-Mobile’s novel concept – the world’s first ever ‘smartshoephone’ – is perhaps a little too ridiculous to have actually fooled anyone for more than a couple of secondsw. Still, the accompanying video is fun enough to earn T-Mobile its place on this list.


Coca-Cola, which is currently going through a major rebranding, announced early on April 1 that it was set to introduce three new flavours to appeal to health-conscious millennials. I, for one, am delighted that these mooted additions to the beverage giant’s arsenal – avocado, sourdough and charcoal – are not going to be hitting a shop shelf near me soon, but the official-looking branding meant that, for a few seconds at least, some people were excited about the prospect of brunch-flavoured fizzy drinks.

European Parliament

Making a political joke is liable to backfire, hence why most brands avoid such gags like the plague. However, the UK office of the European Parliament made the bold decision to push out a tweet stating that all EU passports will soon become dark blue, and we’re very glad they did. This is a work of trolling art.

The bad



The first rule of a successful April Fools’ Day joke is that it must be at least a tiny bit believable. This effort from first4lawyers, claiming that people who have suffered injury in a zombie attack, can now ‘seek justice’, completely misses the mark. Also, the accompanying written content – which is clumsy, to say the least – only makes the attempt seem more amateurish

Olly Murs

This guy really should just step away from social media ­– this tweet is a fine example of him publishing something without having first considered whether it really needed to be done, like the time he claimed he heard ‘gunshots’ in Selfridges. This time around he decided to say that the votes from the previous night’s episode of The Voice had been miscounted, and that contestant Lauren Bannon had not made it through to the next round. Of course, he later revealed it was simply a ‘joke’, but his idea of what is funny could probably do with some revaluation.

The odd


Caroline Cayeux

Caroline Cayeux, the Mayor of Beauvais decided, somewhat bizarrely, that it would be a good idea to falsely claim that an IKEA store would soon be opening in her town, and that the development would bring with it 4,000 new jobs. I’m not sure quite what she was thinking here, but it’s safe to say her prank backfired, with many on social media stating that they would not be voting for her in the next election.

Looking to learn about more about content marketing? Want to plan your company’s April Fools’ Day prank for next year? Check out our updated guide – Is your content marketing achieving results – or feel free to get in touch with us to see if we can give you a hand!

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