From a Prank to the Bank: Can Hoax Campaigns Work for B2B?
April Fools-style marketing tactics have become extremely commonplace in the consumer world (so much so that I expect any email or digital communication that I see on the 1st of April to contain a hoax message). While planning for April eCRM campaigns earlier this year, I began thinking about the implications for non-consumer brands. Since this methodology has helped generate some truly impactful and memorable campaigns in the B2C world, can it be leveraged to support B2B projects? I have seen a limited offering of examples or best practices as applied in this space; however, if properly planned and executed,...