• by Nina Lentini , March 31, 2016

If you are one of those people who can never think of how to pull off a harmless prank, an insurance company may have your back today.

Progressive is touting “April Fools Insurance” as a way to help “prank-less people create the most share-worthy prank.”

Here’s how it works: On Friday, you go to NameYourPrank.com, pick a category of news that you want to be featured in, and choose to either upload a photo or connect your Facebook information to the article.

After users click “Create your story,” each article will drive to its own publication site experience, which will appear as an established and credible digital publication.

The photo that is uploaded will be inserted within the mock news article. Users will then have an option to share it to their Facebook page to fool their feed followers.

“We flipped April Fools on its head this year,” Bruce Perlman, director of integrated marketing for Progressive, tells Marketing Daily. “We’re playing along with consumers by empowering them with a little bit of April Fools Insurance.

"But, we’re hoping to give people more than a friendly prank; we want to give them a particular feeling. We all know the feeling. It’s that feeling you get when you’re about to send a funny text or post something great on social media. When people hit that share button on Name Your Prank, they’ll feel like they nailed it.” 

The company will use a small paid promotion on targeted digital/social platforms to drive people to execution.