Last week, a bunch of media outlets started reporting on a street fighting app that was said to still be in development called Rumblr. Fightland writer Sarah Kurchak aptly described it as “a Tinder-style service for aggro assholes who are looking for street fighting partners.”
The official site had a more politically correct summary of the service, calling its target audience “recreational fighters,” but something was definitely amiss.
The screenshots, featuring user “mattyice67” were simply too spot on and hilarious.
Rumblr was set to debut a beta version for the first 5,000 customers online, while they waited for Apple Store approval (which had people all worked up on Twitter, pointing out the obvious illegality of an app that would pair people up to commit assault).
Still, the part about it existing outside of Apple’s approval seemed plausible enough, and we we're still unsure if it was a hoax when the launch time of 5pm EST rolled around.
Well, it was indeed fake. The MMA world was straight Catfished by a new marketing agency, who announced that the app was just an opportunity to show off its “branding skills”, which might have have been better described as an affinity for really good April Fool's Day headlines.
"Rumblr started as a portfolio project to help us launch our creative consulting agency, von Hughes," said the company an official statement. "We understand that some of you were genuinely looking forward to using an app like Rumblr, and we're sorry to disappoint. However, if you still are truly wishing to release some built-up anger, consider fighhting more pressing issues such as gang violence, domestic abuse, and at risk youth culture."
Fair enough, but what about joining a local MMA gym?
Read the full explanation of the stunt below:
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