Resources that went into it?
I think YETI does an April Fool's joke or spoof quite a bit. They're based in Austin and Jordan lives just a couple of hours away and is one of their brand ambassadors. And the MELK video has generated 680,000+ YETI Facebook page views and 230,000+ YouTube views in less than 48 hours.
Personally, I've seen about a dozen big time Facebook and/or Twitter sites that have shared the video (Austin American Statesman, Texas Exes, Sports Illustrated Campus Rush, Remington Arms, Outdoor Hub, Field & Stream, etc) and who knows how many individuals have shared it. And some individuals are even asking if YETI is going to sell MELK decals.
Add in whatever number of hits their company Website has gotten as a result of it all (BTW, the price of a fictitious MELK gift pack was $401.16 on their site yesterday) and I'd bet that their marketing people are more than happy on the return on the investment of resources that went into producing their April Fool's joke.