The campaign kicked off on 31 March, with Chipper appearing on a popular TV show.

He teased wide-eyed viewers that no one was safe from his pranks, so when midnight came, the web was already buzzing about what he’d do next.

With help from our social gurus, Chipper made history by using social data to predict tomorrow’s news today -allowing him to create over 100 mock headlines and spoof stories that were seeded on social platforms.

He also identified dozens of trending stories and purchased keywords, to ensure that all April Fool’s related searches would lead back to him.

And using publicly accessible profile information he created personalized prank stories, rich-media placements and tailored content to stream across platforms. He even starred in China’s first interactive pre-roll video so that fans could join in the fun.

In just 24 hours Chipper dominated digital, with spectacular results.

Although the campaign only lasted 24 hours, Chipper’s antics achieved a staggering 22% increase in sales worth over $1 million.

Brand mentions increased by 365% and Chipper generated 759m media impressions, reaching ¼ of Chinese citizens.

There was also an 11 fold increase in Chips Ahoy’s social voice and 1.2m on-pack codes were redeemed to purchase chipper merchandise.

Even so, demand far outstripped supply, so that Chipper toys were trading on auction sites for 20 times their retail value.

In one crazy day, Chipper had achieved the incredible. No fooling.