Go RVing

When April Fools’ Day and a super rare solar eclipse aligned, we knew we had to capitalize on these two cultural events in a surprising way. People would be traveling to see the eclipse, many in their RVs. And with only three weeks and very little budget, and we had just one shot. So we promoted what everyone with an RV needed - GIANT eclipse glasses for their windshield. We made a teaser post to let people know something was coming and launched the reveal on April Fools’ that sent viewers to a website where we revealed the prank. The website also had a map with campsites near that path of totality, a calendar reminder for the next eclipse in 2044 and even OOO messages. The joke landed—with RVers and AdAge alike.