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Warby Parker’s April Fool’s win

Planning an April Fool’s Day stunt this Friday? Here’s how Warby Parker turned a prank into a marketing initiative with (four) legs.

On April Fool’s Day 2012 Warby Parker announced it has created a new collection of eyewear for dogs under the brand Warby Barker.

The stunt included an impressively designed website,  complete with FAQ page including queries such as, how much is that doggie in the window? and, what is my dog’s prescription?

When shopper’s clicked ‘add to cart’ a pop up informed them it is just a stunt and prompted them to donate to the Humane Society.

In 2015 the brand commemorated the prank by inviting owners to bring their pooches into Warby Parker’s New York, San Francisco, and Abbot Kinney stores to pose for snaps wearing the frames.

This year they have expanded the campaign and will host Warby Barker events in 19 of its stores on April 1. A professional illustrator will be on hand to capture portrait of costumers’ dogs, with or with glasses.

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