April 13, 2022
For April Fools’ we orchestrated a stunt that consisted of tricking the Canadian consumers into thinking that Second Cup was launching a dating app called Second Cup Dating. This stunt was propelled online via a video that pitched the concept of the app with a fictional character we created called Craig Smith O’Callahan.
This April Fools’ joke generated millions of impressions for the Second Cup brand due to earned media coverage. Media outlets such as Narcity, Nightlife.ca, Paul Arcand’s 98.5 FM morning show among others spoke of the fake app in the days following its announcement.