In anticipation of April Fool’s Day and the most prank-filled week of the year, DEFY Media launched our Prank it FWD program – a series of prank videos aimed to change the negative perception of internet pranks. The prank masters at Break.com, responsible from some of the most popular pranks online, enlisted fellow DEFY talent, including comedic duo and top YouTube subscribed channel SMOSH, and other popular YouTube pranksters such as Greg Benson and Stuart Edge for the program. The original videos aimed to promote positivity throughout the online community and encourage viewers to share them with friends and family, or create their own positive pranks. For every 1,000 video views, we committed to donating one dollar to partner DoSomething.org, the largest youth focused organization for social change in the U.S., with an overall goal of 20 million views.
Led by Break.com’s anchor video “Best Shift Ever,” we hit 18 million views in just one week, reaching our program goal soon after. Driven by strategic execution of content distribution, media and social marketing, the program has generated more than 23 million views to date. The Prank it FWD campaign garnered significant national media attention with more than 400 media placements including coverage on NBC Nightly News with Brian Williams, The Today Show, E News, and Fox & Friends CNN, Gawker, Huffington Post,Ellen.com, People, BuzzFeed, Adweek, and many more.