#GetPumpkin

To celebrate the launch of Quest's limited edition Pumpkin Pie flavor, we decided to make a mess.

We devised 6 cunning pranks, each involving a twist on the classic pie-to-the-face gag, that would be unleashed on a group of influencers.

We also enlisted the help of YouTube prankster FouseyTube to be the face of our stunt.

I mapped out how I saw each prank unfolding logistically, and we partnered with LA stunt crew 87eleven (of John Wick fame) to handle both the stunt rigging and practical FX. Meanwhile we also got to work calculating just how much weight was in 100 gallons of pie filling, and how to fill a 10' pie with something that wouldn't actually squash someone...

Our six celebrity guests were told only the location, and that they were going to get kinda messy. Beyond that we kept the details of the "script" top-secret, and planned for some red herrings, in order to get fun and genuine reactions.

The camera crew and video village were concealed behind various walls and stage curtains. This worked great until Flynn, our 4 year old superstar and "CEO" in the final prank, spotted someone moving and became convinced we had a ghost on set.

Our pie victims were all great sports and took it amazingly well. All of the pranks you see above were filmed in a single take and the shocked faces are 100% real.

Not only did we post our interactive video on YouTube (at the time annotations worked and the Brady Bunch squares were clickable), but each influencer - including FouseyTube - cut a 30 second excerpt into one of their own videos, driving huge crossover from their fans.

The comments are filled with each influencer's tribe dropping inside jokes and representing their favorite, further amplifying engagement.

We achieved 2.4 million organic views, but also massive engagement numbers: 40,000 likes and 39,000 comments.