For April Fools 2021, I conceived of a fun play off of FireHydrant’s name and theme of being an incident management solution and launched a fake festival called FyreHydrant Festival.
Like Fyre Fest, it “never happened.”
Our goal was to generate buzz around FireHydrant that would drive leads into our funnel because of demand for the concert shirt (which was indeed a real shirt). In order to redeem the shirt, registrants would get 24 hours to start a free trial and enter the command /fh fyre into their connected Slack instance.
Leading up to the big day, we launched a promotional campaign on Twitter and LinkedIn that hinted at something coming soon, messaged our “influencers” (customers and fans of FireHydrant) to participate and get a shirt early. On the day, we shipped social posts, email, blog, and personal reach out via our BDR team.
Results
- For a 1-day limited run campaign, we drove over 100 net new leads into our funnel.
- Countless mentions by viewers who liked the campaign