This isn’t the first time “404” messages have been hijacked for good. Last year, Armando Alves posted about one for The Brazilian Handicapped Association.
It’s quite simple: you install their app, and anytime someone fails while trying to access your site, they get a missing child PSA along with the 404 error page:
It’s a little strange, since having frequent many dead or broken links is not exactly what corporate digital teams are aiming for. But perhaps the PR around the campaign itself will reach many more people than the occasional unfortunate misdirected site visitor.
There’s a video after the break.