Dive Brief:

• April 1, or April Fool's Day, has become a big day for brands to compete for viral success. 
• Many companies, including Google, Honda, and Kars4Kids, released April Fool's stunts before the day arrived. Honda, for example, released a video spot for its HR-V "Selfie Edition." 
• Several other brands launched stunts on the traditional April 1—like Amazon, which switched its format to a retro 1999 format, and Samsung's launch of a "Gourmet Mode" for its Galaxy phones. 

Dive Insight: 

April Fool's Day has become one of the biggest days when brands attempt to do real-time marketing and join in on a holiday conversation. It has become so common to pull some kind of prank that many are releasing the news days or even a week ahead of time.