Google is not holding a Pokémon Challenge or installing Nest in Virgin America lanes, but April Fools' Day has come and gone. Instead, companies use humor year-round to engage their site visitors and customers, strengthening the consumer's relationship with their brand. Online form software Wufoo aims to make its users smile by reflecting a friendly personality from the start, while email marketing software Mailchimp uses humor laced into copy and easter eggs to transform mundane tasks into experiences people look forward to. Companies like Wufoo, Mailchimp, Zapier, Photojojo, Groupon, Storenvy, RJMetrics, Kayak, Wistia, Hipmunk, Speek, Zendesk, and Dwolla use humor in various aspects of their online presence, from sign-up forms and newsletters to team pages, blogs, load screens, success screens, 404 pages, search results, easter eggs, contests, and more. Humor strengthens the consumer's relationship with a brand and can lead to positive outcomes such as increased engagement, customer loyalty, and word-of-mouth marketing. By incorporating humor into their online presence, companies can create memorable experiences that set them apart from competitors.