Since 1933, Primanti Bros. has been synonymous with Pittsburgh. So when the restaurant chain announced on social media that it was adding retiring Baltimore Raven (and arch-nemesis) Ray Lewis to its iconic mural of local legends – the crowd literally went wild. The ‘fake’ photo of new mural went into wide circulation, helped by a legion of local influencers (journalists, broadcasters, bloggers) who had been recruited in advance to be ‘in’ on the surprise and spur online debate. TV crews showed up. Hundreds of thousands of Twitter and Facebook impressions later, the April Fools prank was revealed to be a way of raising awareness for the *true* new addition to the mural: a pair of local sled hockey players who were paralympic medalists. Primanti Bros. made a cash donation to the team, The Mighty Penguins, at a mural unveiling event that was covered by three major TV network affiliates, PensTV, and the region’s two largest newspapers. See the Post Gazette piece (and video) here.