When I flipped on Netflix this morning, I was happy to see Seth Rogen staring back at me. Even more exciting was the fact that his picture was in the place reserved for whatever Netflix thinks I need to check out next — it’s all a part of the algorithm, I suppose. Whatever the case, they’re right sometimes. In fact, this is how I got familiar with Wild, Wild Country, the docu-series about a religious cult in Oregon that you probably need to check out.

This time, though, it wasn’t a movie, show, or special featuring Rogen. Instead, it was merely a piece of news; the streaming giant took advantage of their huge reach to let subscribers know that “Netflix Acquires Seth Rogen”. To me, it signaled an Adam Sandler-like contract for Rogen. I was pumped, Rogen plus Netflix equals, well, entertainment.

Or so I thought…

Thanks to a Decider article by Josh Sorokach, it turns out that the piece of news was actually a cross between an advertisement and publicity stunt. Rogen did not sign a multi-film contract with Netflix; they didn’t acquire him at all. Rather, it was an off-beat way to promote Hilarity For Charity, a special comedy and music event that will raise money for Alzheimer’s Awareness.

Set to air on April 6th, the Netflix special will feature some of the biggest names in entertainment. Among them is Rogen, of course, Sarah Silverman, Sacha Baron Cohen, James Corden, Craig Robinson, and tons more. Plus, there will be musical performances by rapper Post Malone and The Muppets.

The stunt worked — I was fooled and I’m sure other people were too. It did exactly what it set out to do: create buzz for an event that will help a ton of people in need.

It should be noted that Hilarity For Charity is an on-going non-profit movement of the same name. Rogen started it with his wife, Lauren, at the beginning of the decade and since then, they’ve doled out over 200,000 hours of in-home dementia care and raised millions of dollars.

The variety show they’re putting on is actually in its sixth year of existence. This is, however, the first time Netflix is on board.

You can find out more about the charity here.

Or if your budget allows, join Slackie Brown and donate here.