Exploding into the mainstream consciousness with viral content is no easy feat – especially on April Fool’s Day. That’s because every brand is trying to get in on the fun, and most consumers are wise to their efforts. But for Visit St. Pete/Clearwater, we launched an April Fool’s Day joke that worked – all thanks to a fictional half-manatee, half-dolphin “Manaphin” that came complete with a legendary backstory. The gag was executed so thoroughly and so believably, it triggered a social-media frenzy that ignited a worldwide media response. By the time everyone realized they’d been fooled, Visit St. Pete/Clearwater had secured millions of impressions – and millions of new Manaphin lovers.