By: Austin Jensen
Today, we will put a bit of a twist on Fail Friday. This week we will discuss how a company risked it all on Black Friday, and actually won! I am talking about the card game that is becoming more and more popular around the nation, Cards Against Humanity. I actually had the chance to play this game last weekend and I will admit it is a gut-busting good time!
The thing that separates this Fail Friday from previous ones is that this one actually worked. Now, you are probably asking, how can this fall under Fail Friday if it was a success? Sure, it was a success, but first we need some background knowledge on the marketing strategy that occurred. Cards Against Humanity knew that it was a bit more of a sought after game than most at this point in time. It is a crude version of Apples to Apples, and is directed toward a more mature demographic. This game usually retails for $25, but for one special day (Black Friday) the creator of the game wanted to do something special for his customers. For this one day a customer could purchase Cards Against Humanity for not $25, but $30 instead!
The creator knew that he had a game that encouraged funny behavior, so why not do something crazy that will get people laughing on Black Friday? The creator of the game said that this strategy probably would not have worked for any other product on the market today. So, what inclined him to take the risk himself? I mean it is Black Friday, the largest shopping day of the year. How can a company risk sacrificing profits on the largest shopping day of the year?
In fact, Cards Against Humanity experienced a spike in sales on Black Friday selling the game for $5 above normal retail. The best part was that they even saw a spike on Saturday as well, because people knew the price would be dropping back to $25. I keep thinking, what if this would have failed? People would be completely confused, wondering why a company would implement this kind of marketing campaign!
Our question for you is, would you be willing to take this kind of risk on the largest shopping day of the year? Even though it ended up being a success, could this marketing plan still be viewed as crazy and doomed to fail? As always, we want to hear what you have to say!