One of the reasons ThinkGeek's April Fools products worked so well is that we spent the entire month of March doing little else other than preparing for April 1.

The majority of the joke products had physical prototypes. The photography was real, which is why they didn't look like photoshops. They weren’t. They were handcrafted.

It wasn't something someone did on the afternoon of March 30th. You can't be epic unless you spend the time to do it right.