Games were an early winner on Kickstarter. Back in 2012, “a party game for horrible people” called Cards Against Humanity launched with 758 backers and $15,570 in presales. Since then the game has taken off.
But how loyal have those backers remained?
This Black Friday, Cards Against Humanity put boxes of “nothing” on sale as a sort of protest against mindless consumerism. The “nothing” was not a euphemism, they were literally selling boxes of nothing.
Cards Against Humanity sold $54,000 of nothing on Black Friday 2015.
But hey, that’s only $54,000 worth of nothing. What if they sold crap? I mean, actual crap. Bullshit, in fact.
Really. Here’s an unboxing video if you don’t believe me (I’m not embedding that here, and I don’t recommend you watch it. You’ve been warned.)
If you don’t see the marketing power in a new strategy that can found companies marketing-first, drive you millions of dollars in guaranteed presales, and give you the ungodly ability to make $50K selling absolutely nothing (or even more selling bullshit!), I can’t help you.
It’s a whole new world, and as marketers, you literally have all the tools you need to take power.