So, on Thursday last week, a Twitter account called @TheTwoFairies posted a couple of mystifying tweets.
Then people started getting gifts from them...
And then on Monday, a quite extraordinary thing happened.
Louise Jones, the headteacher of Landewednack CP School, told ITV News:
It's a big surprise. Our school is the most southerly in the country...so we never get snow. Some of the younger children have never seen snow but this is the real thing - you can even throw snow balls.
The children will come back from half term ready to start their winter project. Short of a trip to the North Pole this is the next best thing.
BuzzFeed News reached out to the group via their Twitter, and got this response:
We're turning dreams to reality, bringing happiness and wonder to a Cornwall community. But now my friend, we need to leave, out of sight. Follow us above the Tyne, we'll take flight.
Patrick Bousquet-Chavanne, Marks & Spencer's executive director of marketing and international, said the retailer was spending a similar amount to last year on its 2014 Christmas marketing campaign. But he said the money it spent on hiring David Gandy, Helena Bonham Carter and Rosie Huntington-Whiteley for last year's campaign had been switched to activity on social media such as Twitter, Facebook and Tumblr.