The Story of BMW New Zealand’s ‘Reverse Prank’ on April Fool’s Day
Most April Fool’s Day pranks end with someone being tricked, but BMW New Zealand flipped that script in 2015. Instead of fooling people, they rewarded one. A mysterious ad in the paper promised a new car to the first person who responded. One woman called their bluff—and ended up with a luxury vehicle. Here’s how an ordinary April morning turned into an unforgettable win.
A Newspaper Ad That Seemed Too Bold to be True
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On April 1, 2015, the New Zealand Herald promised a brand-new BMW 1 Series to the first person who brought in the ad and their car to a dealership. Many readers dismissed it as a prank. After all, who gives away a $50,000 car on April Fool’s Day?
A 15-Year-Old Nissan Became the Trade-In of the Year
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Tianna Marsh didn’t overthink it. She arrived at the Team McMillan BMW dealership in Auckland at 5:30 a.m. with her aging Nissan Avenir and the ad in hand. Most people stayed in bed, but she showed up early, asked for “Tom” as the ad said, and got the surprise of her life.
The Staff Played Along Until the Big Reveal
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When Marsh arrived, the sales manager played it straight. “I know nothing about this,” he reportedly told her. The staff had planned it that way to keep things low-key until they could fully flip the script.
A License Plate That Said It All
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The BMW 1 Series Marsh drove away in wasn’t just shiny and new—it had the final wink built in. Its license plate read “NOF00L,” a cheeky nod to the occasion and her early morning gamble. The plate became a symbol of the stunt’s success.
BMW Called It a ‘Reverse Prank’ With a Straight Face
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BMW New Zealand described the campaign as a “reverse prank” meant to reward someone willing to take a leap of faith. By flipping the usual script of April Fool’s pranks, the company generated buzz without mocking anyone.
Security Was Standing By—Just in Case
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According to BMW Blog, they hired security for the morning in case a large crowd formed. As it turned out, only a few people responded. Marsh just happened to be the first, and that was all it took.
The Old Nissan Didn’t Go to Waste
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BMW didn’t just toss Marsh’s old car into storage. They propped it up on the dealership floor with a sign: “Traded in for a new BMW.” Later, it was auctioned off, and the proceeds went to a charity that provides modified ride-on cars to children with disabilities.
The Video Became an Online Hit
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BMW captured the entire event on video and uploaded it to their official YouTube channel. It showed Marsh’s arrival, the reveal, and her reaction. The clip ended with the words “Happy April Not Such a Fool.”
The Story Got International Coverage
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Major outlets like BBC and ABC News picked up the story, calling it one of the more memorable April Fool’s moments in recent years. News outlets emphasized how unusual it was for a company to run a real giveaway on a day known for hoaxes.
Tianna Marsh Didn’t Just Win a Car—She Won the Day
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Beyond the new wheels and viral fame, Marsh became an unexpected April Fool’s Day icon. Her decision to take a chance on something most people ignored turned her into a local celebrity. She walked right into one of the smartest feel-good marketing stunts in recent memory.