The April Fools Prank That Went Viral
When the Joke Went Viral
Every year on April Fools, people expect brands to joke, but rarely to commit. We fully leaned into the moment by launching a believable, AI-generated LEGO Armin van Buuren set, complete with detailed visuals and a convincing presale flow. Fans could sign up for early access by submitting their email address, not realizing the “presale” was actually a smart entry point to our newsletter. The joke quickly took on a life of its own, blending humor, fandom, and curiosity into one highly shareable moment.
A Joke That Actually Worked
What started as an April Fools prank quickly broke out of social media. Local news picked up the story, and fans began recreating the AI-generated LEGO concept with other DJs, extending the idea far beyond the original post. Along the way, thousands of people signed up, organically growing our newsletter with more than 7 thousand new email adresses and proving that a well-executed joke can deliver real-world reach and measurable results.
