Geoshield Uses April Fool’s Joke to Boost Product Interest

This past “April Fool’s Day,” officials for Geoshield, a Louisiana-based window film manufacturer, decided to play a practical joke to help boost interest in one of the company’s newest products. In an e-mail addressed to vice president Beau Dingler, Burns Mulhearn, president, explained that the company’s Dark Matter film contained “radio active materials of unknown origin.” Copies of the e-mail were also delivered to Geoshield’s current customers. Mulhearn says the reaction was immediate and bigger than expected.

“It was just kind of a spur of the moment, last-minute idea,” Mulhearn says. “I sent Beau an e-mail on April Fool’s morning and copied our customers on it. All of the sudden, we started getting e-mails and phone calls. It was hilarious.”

Mulhearn’s e-mail read as follows:

“The release of Geoshield’s new Dark Matter automotive films has been delayed to April 30, 2008 by the Environmental Protection Agency (EPA). After allegations that Geoshield’s Dark Matter film was not a ‘Ceramic Window Film,’ the EPA conducted an extensive investigation into the composition of these films. The EPA found the Dark Matter film to contain radioactive materials of unknown origin. The EPA and Geoshield have advised all those who have purchased the Dark Matter film to handle with extreme caution. Geoshield is offering its dealers the option of returning any unused film or purchasing a lead vest to be used during the installation process. When asked for comment, Geoshield’s president Burns Mulhearn stated, ‘It may be radioactive but it is a black ceramic film that is media and installer friendly; you can't have it all.’  If you have been exposed to Dark Matter window films please contact Geoshield at www.geoshieldusa.com for a Hazardous Material Data Sheet.”

After an onslaught of responses, Mulhearn says they decided it was time to fess up, so the duo followed up with a second e-mail stating: “Thank you everybody for allowing us to have a little fun on April Fool’s day. The Dark Matter Film is NOT radioactive and we are really excited about offering it to our customers this summer. Thank you for all your support. We are looking forward to a great summer.”

Mulhearn says Geoshield’s customers were relieved and got a good hearty laugh out of the joke. “It turned out be a really good soft product release,” he says.

Reactions included: “That is hysterical! I was puzzled all day at how this could of happened,” as one customer posted on a website. “Okay, you got me. Of course, I was wondering. Good going guys!”