Over 10 million people watched a video of a girl apparently ‘Twerking’ her way into a fire accident. Yesterday, a week after the video got uploaded to a random YouTube account, talk show host Jimmy Kimmel came clean with the truth – it was all staged, and the girl was in fact a professional stunt woman.

The mind blowing aspect to all this is the fact that – according to Kimmel – the video wasn’t sent to any news outlets, it wasn’t posted about on a popular YouTube channel, it wasn’t tweeted about from any of their accounts, it was simply posted to YouTube with a catchy title.

Marketers, take note. I don’t like being fooled as much as the next person but when it’s done well, a tip of the hat is in order.