Calling all brawl enthusiasts—your wishes have been granted.

Rumblr,”a new web-based application, provides a platform for strangers to arrange recreational fights based on their location. Upon creating a profile with information about age, height, weight and other skill-oriented statistics, a chat function allows users to connect, “trash talk” and meet up to duke it out.

But who says the app is limiting? It’s not all about participation. An interactive map additionally shows where Rumblr fights are taking place, so others pursuing the app can show up to watch. Brawl subcategories “RumblrHER” and “RumblrGROUP” are also options to find fights specifically involving women and multiple people, respectively.

The app was originally set to launch Monday, Nov. 9 – via Daily Mail
The app was originally set to launch Monday, Nov. 9 – via Daily Mail

As recreational fighters themselves, the concept’s creators explained they were “tired of the inefficiencies that exist when trying to find someone to fight.” “Brawl enthusiasts” are a legitimate public sector with needs as feasibly solved via technology as any other societal group.

Regarding claims the app promotes violence, the developers suggested critics “were ‘not open minded enough about the community we are providing value to.’”

Sound like a joke? Turns out, it is.

After flooding the headlines, the app’s true identity was revealed. What began as a mere portfolio project for a team of college dropouts looking to kickstart their budding creative consulting company, von Hughes, turned into one of the week’s hottest PR stunts.

With collective backgrounds in marketing, engineering and design, the team sought to showcase their branding skills. Once the concept unexpectedly went viral, they rolled with the media tides and began fleshing out the concept with extensive promotional and pseudo functional content. Capitalizing on the unique opportunity to demonstrate creative capacity, the guys found a way to stand out amidst the endless sea of online noise.

Some still criticize the von Hughes crew for holes in their hoax’s hype and fault media sources that fell for the stunt, but the team combatted critiquing punches with an eloquent official response.

While sorry to disappoint those who genuinely anticipated the app, they recommended release of pent-up rage by “fighting more pressing issues such as gang violence, domestic abuse and at-risk youth culture.”

The full statement officially posted to the company’s website – via von Hughes
The full statement officially posted to the company’s website – via von Hughes

An industry defined by thinking on your feet, public relations is about seizing opportunity. Whether anticipated or not, definitive situations can arise at any moment, calling for drive to instantaneously kick operations into high gear and showcase your competency in the process.

Tinder for fighting; Yelp for people—everything nowadays seems like a rip off of something anyway, so it boils down to devising productively provocative ways to set yourself apart. Recipes for success often include cleverness with a pinch of edge, of course sans crossing destruction’s border, so Rumblr’s squad well represents the name.

Looks like for now, the first rule of Fight Club still stands.

(Feature image via Vice and Sneakhype)