Objective: Increase national brand impressions and drive increased April Fools Day sales through earned media. We launched this "breakthrough" product via social media with a complete spoof product video, and complete product description in the online store. Once you clicked to buy you were greeted with a unique sold out message and a special 20% off your entire purchase offer. Social media sharing and substantial earned media buzz ensured everyone knew about the Selfie Stick and promoted the Unleashed by Petco brand nationally. Within 24 hours it was featured on many online news outlets including Buzzfeed, CNN and CBS to name a few, and had been collectively shared thousands of times.