Midnite x WST x April Fools' Day

Midnite set out to generate widespread attention ahead of the 2026 World Snooker Championship in Sheffield. The aim was to engage snooker fans with a headline-making twist on the traditional game format.

PBPR developed an April Fools' Day campaign designed to spark debate, drive media coverage and capture fans' attention by playfully disrupting the sport’s iconic white cue ball with Midnite’s neon green version, before revealing that the game would remain unchanged to shift focus to Midnite’s fan initiatives.

PBPR distributed a press release announcing that the traditional white cue ball would be replaced with a Midnite neon green version for the World Championship, supported by credible endorsements from key snooker figures, including world number two, Kyren Wilson. The story quickly gained traction across social media, fans and national media, sparking debate. 

A second press release was issued on April Fools' Day revealing the announcement as a joke, confirming the white ball would remain unchanged and shifting focus to Midnite’s fan activations.

The campaign generated significant buzz across both traditional and social media, delivering 42 pieces of coverage across national and regional outlets, including The Sun, The Daily Mail, SPORTbible, The Star and MSN.

The stunt successfully sparked conversation among fans and players, while driving awareness and engagement with Midnite’s on-the-ground activations.

Ultimately, the campaign reinforced Midnite’s commitment to snooker fans and the Sheffield community, showcasing its distinctive brand voice and focus on enhancing the fan experience while respecting the traditions that make the sport so loved.