April Fool’s Day and the Scarfkin
Congratulations to Buffalo Wild Wings. They win at April Fool’s Day. Here’s how it went down:
April 1st they tweeted:
B-Dubs proudly presents the Scarfkin™. No joke. No fooling around. Who wants it? pic.twitter.com/LU4zl5EnKB
— Buffalo Wild Wings (@BWWings) April 1, 2015
Naturally, everyone thought they were just kidding. I responded because I had a feeling they were serious. In to the abyss went my response. April 2nd they tweeted:
Hey @JayVig, we hope you’re prepared to eat wings in high style. The official B-Dubs Scarfkin™ is yours. pic.twitter.com/zBv4Mfq0cD — Buffalo Wild Wings (@BWWings) April 2, 2015
At it turns out, I was right. They had me DM them and then they gave me an email address. It was at Gmail and Buffalo Wild Wings was spelled wrong? Could this all be a horrible, cruel prank? They assured me it wasn’t.
April 6th they emailed me to say it was on the way. I waited with bated breath.
April 7th at 10:30 am my doorbell rings and UPS haas a box emblazoned with a winged buffalo. Hurriedly, I open it to reveal the following contents.
So it was real. They used a day that people spend analyzing every word posted on social media to create buzz. They made one, single product to create higher demand. They delivered in a big way. This is how you market to your audience on a day like April Fool’s Day.