The Top 5 PR Wins and Top 5 PR Fails from April Fools’ Day

April Fools’ Day is a golden opportunity for brands to flex their creative muscles and connect with audiences through humour and surprise. Every year on April 1st, companies big and small roll out quirky campaigns, whimsical press releases, and sometimes elaborate hoaxes in hopes of going viral or strengthening their brand identity. At its best, April Fools’ content is a playful nudge that makes consumers smile, laugh, and share. At its worst, it can confuse, offend, or even damage a company’s reputation.

In a world increasingly dominated by social media, these campaigns can spread like wildfire, meaning their positive or negative impact is magnified. The stakes are higher than ever: A clever prank can bring in free press and massive engagement, while a poorly thought-out stunt can spiral into a PR disaster. It’s a fine line to walk, but April Fools’ campaigns become timeless examples of branding brilliance when done well.

In this roundup, we’re taking a closer look at ten iconic April Fools’ Day moments—five that won hearts and headlines for all the right reasons and five that stumbled into controversy or backlash. These cases highlight the best and worst of April Fools’ in public relations, showing exactly what works, what doesn’t, and why.

Top 5 PR Fails

Google’s “Mic Drop” Feature (2016)

Even giants like Google can misfire. In 2016, the tech company introduced a “Mic Drop” button in Gmail, allowing users to send an email with a mic-drop GIF of a Minion. Once clicked, the feature would mute the conversation thread, preventing users from seeing any further replies.

The prank backfired almost immediately. Users accidentally clicked the Mic Drop button on important emails, including job applications and business communications, leading to significant confusion and embarrassment. The backlash was swift, and Google pulled the feature within hours, issuing an apology. This incident is often cited as a cautionary tale about how functionality-based pranks can interfere with serious user needs.

Taco Bell’s “Taco Liberty Bell” (1996)

Yes, this campaign was both a win and a fail. While it received praise for its creativity, it also sparked public outrage and confused both media outlets and government officials. The National Park Service was flooded with concerned calls, and some citizens were genuinely angry about the perceived commercialization of a national monument.

The backlash didn’t hurt Taco Bell in the long run, but it served as a reminder that even successful stunts can cross the line into controversy. In hindsight, it worked but came dangerously close to causing a PR crisis.

Opie and Anthony’s “Mayor’s Death” Hoax (1998)

In an extreme example of poor judgment, radio hosts Opie and Anthony falsely reported that Boston Mayor Thomas Menino had died in a car crash. The announcement was entirely fabricated as an April Fools’ prank and immediately sparked widespread panic.

The stunt was not only irresponsible but also potentially damaging. The hosts were fired, and the incident remains one of the most infamous radio hoaxes ever pulled. This case shows that April Fools’ pranks involving death or tragedy are almost always a no-go and can have real consequences.

Kansas City DJs’ “Dihydrogen Monoxide” Prank (2002)

Two radio DJs in Kansas City thought they were being clever when they warned listeners about a chemical called “dihydrogen monoxide” being present in the water supply. Of course, that chemical is just water. Despite the scientific in-joke, the prank led to genuine panic among residents.

Local authorities didn’t find it funny. The DJs were suspended, and the radio station faced public backlash. The incident highlighted how even seemingly harmless pranks can backfire when they exploit public fears or scientific ignorance.

Alaska’s “Mount Edgecumbe Eruption” Hoax (1974)

One of the earliest large-scale April Fools’ pranks gone wrong involved Mount Edgecumbe, a dormant volcano near Sitka, Alaska. A local prankster helicoptered tires into the crater and lit them on fire to simulate a volcanic eruption.

While many locals appreciated the joke, some residents and emergency services panicked, fearing a real disaster. The Coast Guard was even put on alert. Although the prank is now remembered with some fondness, it remains a potent example of how physical, real-world pranks can have unintended consequences, especially when public safety is involved.

Top 5 PR Wins

Taco Bell’s “Taco Liberty Bell” Revisited (1996)

In 1996, Taco Bell pulled off one of the most legendary April Fools’ Day pranks in advertising history. The fast-food chain announced that it had purchased the Liberty Bell to help reduce the national debt, rebranding it as the “Taco Liberty Bell.” The news caused an uproar, with concerned citizens calling the National Park Service and media outlets in droves.

While the announcement only lasted a few hours before being revealed as a hoax, the results were impressive. Taco Bell received widespread media coverage, and its sales also saw a noticeable boost. The prank struck the perfect balance between absurd and plausible, highlighting how a bold sense of humor could translate into real-world buzz. This prank continues to be studied in PR and marketing circles as a textbook example of a successful April Fools’ stunt.

Google’s “Pac-Man on Google Maps” (2015)

Google has become a repeat champion when it comes to April Fools’ Day antics, but their 2015 Pac-Man integration stands out as one of their best. That year, Google Maps users could click a button to transform the map into a playable Pac-Man game.

The interactive prank was not just fun; it was brilliantly executed. Users could navigate city streets as Pac-Man, eating pellets and dodging ghosts in real locations they knew. It combined nostalgia with user engagement, leading to millions of interactions and lots of earned media. This campaign exemplifies how April Fools’ can also be about user delight, not just fake press releases.

BBC’s “Flying Penguins” (2008)

The BBC took April Fools’ Day to new heights, literally, when it released a video segment claiming to have discovered a colony of flying penguins. The footage showed penguins flapping through the air and even migrating to the Amazon rainforest.

Narrated by Terry Jones of Monty Python fame, the prank used high-quality production and visual effects that made it believable enough to confuse and delight viewers. The BBC leveraged the prank not only for laughs but also to promote its iPlayer service. The video quickly went viral, and the positive reaction demonstrated how a well-crafted joke could boost both brand perception and digital engagement.

Duolingo’s “Duolingo Push” (2019)

Duolingo brought its signature green owl mascot to life with a hilarious and slightly unsettling product announcement: “Duolingo Push.” According to the spoof, users could opt into receiving physical nudges from a real-life owl that would follow them around and remind them to complete their language lessons.

The promotional video was slick, the humour was spot-on, and the concept perfectly reflected the brand’s reputation for persistent reminders. The campaign earned significant social media traction and press coverage, boosting brand awareness and reinforcing Duolingo’s quirky voice. It was a great example of how brands can use self-awareness to turn a running joke into marketing gold.

Lego’s “Find My Brick” (2021)

Lego delighted fans with a prank that was both hilarious and wishful thinking: an app called “Find My Brick.” The spoof app was advertised as a solution to every Lego builder’s biggest frustration – finding the exact piece needed among thousands. The joke resonated deeply with Lego’s fanbase, as it addressed a real pain point in a fun and cheeky way.

The campaign went viral across social media, earning laughs and shares from parents, kids, and adult fans of Lego alike. It was a clever use of brand insight and audience connection, demonstrating that even a simple idea can generate huge buzz when it taps into a universal experience.

All of this to say…

April Fools’ Day allows brands to engage with their audience in fun and imaginative ways. But the line between a clever joke and a PR nightmare is razor thin. The most successful campaigns delight and surprise without misleading or alarming the public. Whether you’re a multinational company or a small startup, the key to a great April Fools’ campaign is knowing your audience, keeping it lighthearted, and always being ready with a good follow-up…just in case the joke doesn’t land.