#6 | Swoop Airlines – Recline-for-a-Dime

The airline brand, Swoop offers passengers the ability to insert a dime into the armrest in exchange for 30-minute timed intervals of additional seat recline. Swoop added, “For years, ULCC’s have been targeted for having cramped, unfriendly seats. Wanting to dispel this stereotype, Swoop conceived Recline-for-a-Dime™ while inadvertently discovering a few added benefits.” Steven Greenway, President of Swoop, added, “Lie-flat luxury seating seems to be all the rage these days… It’s a pivotal moment in the world of ultra-low-cost travel and only the beginning for product innovation at Swoop.”



Entertainment Value 93%
Quality of Execution 87%
Opportunistic Absurdity 70%
Brand Relevance 77%
Cultural Impact Potential 83%

Ranking Criteria

Entertainment Value – How universally funny, original and clever is the underlying concept? To what extent does it make you laugh, ponder, and make you want to share it with others?

Quality of Execution – How well is the underlying concept presented, what is the level of execution, attention to detail and overall campaign quality?

Opportunistic Absurdity – To what extent does the underlying concept actually capture the seed of a new business idea or potential market offering?

Brand Relevance – To what extent is the underlying concept consistent with, and can help propel the brand essence and market positioning of the company behind it?

Cultural Impact – To what extent can the underlying concept serve to unify and align the staff of the company behind it around optimal strategy and culture?

Each year, Stand-Up Strategist selects, ranks, and celebrates the best corporate April Fools campaigns worldwide – based on their potential to impact corporate strategy and culture.

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