Digital - Ask Jeeves fools the public with comedy

Campaign: April Fools Jokes

April Fools campaign: Billy Connolly
April Fools campaign: Billy Connolly

Client: Ask Jeeves
PR team: In-house and Specialist News Services
Timescale: April 2010
Budget: £3,000

Ask Jeeves issues a monthly news announcement with Specialist News Services. April saw an April Fools' Day story released.

OBJECTIVES

- To build brand awareness

- To create content for social media

- To build a social media fan base.

STRATEGY AND PLAN

A survey was commissioned to explore views on comedy. It revealed Billy Connolly is the nation's favourite comedian. It also discovered the UK's favourite joke.

Survey results were issued to national press, consumer magazines, broadcast, top regional titles and relevant online media. Ask Jeeves also ran an interactive online event, which centred around a competition on Twitter and Facebook, with winners posting live questions to Jeeves. Ask Jeeves also launched April Fools' joke footage on video sites such as YouTube.

MEASUREMENT AND EVALUATION

Media coverage was secured across national papers, including The Sun, Daily Express, Daily Mail, Daily Mirror, The Daily Telegraph, reinforced by regional hits such as The Herald and Glasgow Evening Times, interviews on LBC, Five and BBC Radio 5 Live.

RESULTS

An extra 2,000 fans were added to Ask Jeeves' Twitter and Facebook pages. Video footage attracted more than 5,000 views.

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