Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Marketing Strategy
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Why Cards Against Humanity’s Anti-Black Friday Campaign Won Yet Again

By Dan Baum

Dan Baum also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

Why Cards Against Humanity’s Anti-Black Friday Campaign Won Yet Again Blog Feature

Have you ever dreamt of owning a copper bust of Barack Obama? How about a poncho toilet? or a portable sauna?

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Well, if your timing was just right on Black Friday, the clever marketers at Cards Against Humanity made that possible. 

That’s right, the popular NSFW card game took Black Friday to the next level, offering up some strange (but some extremely valuable) items on their site: 99percentoffsale.com.

The “sales” offered some amazing deals on things you might actually use, like 99% off a twenty dollar bill or a Sony 4K TV.

It also gave you some lesser sought-after items, like a life-sized Orlando Bloom cutout, a 50-pound wheel of Romano cheese, or 500 pounds of dried garbanzo beans. 

Screen Shot 2018-12-03 at 11.32.23 AM

Hummus lovers rejoice!

Alright, I know this sounds ridiculous, but it was also ridiculously clever. This Black Friday campaign was yet another brilliant, on-brand move by Cards Against Humanity’s marketing team. Let’s take a few minutes to unbox it:

Cards Against Humanity’s Love/Hate Relationship with Black Friday 

The 99% Percent Off Sale comes as yet another installation of the Cards Against Humanity Black Friday stunts. 

Back in 2013, CAH actually raised their prices by $5 across the board on Black Friday. The next year, they literally sold bull feces. Then in 2016, they crowdsourced over $100k so that they could dig a hole for as long as people could pay to keep the backhoe running.

Last year, the team said they were giving up on the card game and moving towards food production, selling the completely original “Prongles” chips that stacked inside a tube. 

It seems that the CAH brand just has it out to get Black Friday, since every year since the game started they’ve been going bigger and better to parody the shopping holiday to everyone’s enjoyment.

This Year’s 99% Off Sale

This year, the game took the Black Friday stunts to the next level.

The website reads: “Holy f*$& have we got some deals. Every ten minutes, a new deal will go live on this page. Don’t be frightened by the deals. Just click and let the savings wash over you.”

The sale started off by offering 99% off of a twenty dollar bill, and then REALLY got creative. A 17th-century halberd, a slightly used car, a 30ft inflatable bald eagle, and a sort of “Royal Throne” soon followed the initial offer.Screen Shot 2018-12-03 at 10.11.21 AM

What seemed like a “too good to be true” deal turned out to be a legitimate sale.

Users literally cleaned up with this sale and were notified that their products will ship in a few weeks. Not to mention they got a jump on their spring cleaning for the year, as many of the items sold came directly from the CAH office.

But why all the fuss over what’s usually a big day for retailers? 

Max Temkin, one of the co-founders of the game, had this to say about the flash sale (and Black Friday in general):

“Black Friday probably represents the worst things about our culture. It’s this really repulsive consumerist frenzy right after a day about being thankful for what you have. So it’s always seemed like a really good subject for parody to us. We have no idea if people will like [the stunt], or pay attention, or get really mad at us. So it’s really satisfying to see people get the joke and participate in it. And hopefully, it brings a smile or a laugh to people on kind of a [expletive] day.”

         - Max Temkin, Co-Founder of Cards Against Humanity.

It’s safe to say that when it comes to Black Friday, an unofficial holiday which seems to have grown to even overshadow Thanksgiving the day before, CAH is not a fan and will continue to come up with satirical ideas to make their audiences laugh through the madness.

Why Does This Work?

Talk about a brand being brutally transparent. The value in CAH’s ongoing protest on Black Friday is its authenticity. They understand their audience and are speaking directly to them with something that is very true to their brand.

They have an open protest against Black Friday which will clearly remain unaffected by their critics. Cards Against Humanity has always been an off-the-cuff, counter-culture, “stick it to the man” kind of brand. This protest aligns perfectly with that culture and outrageous personality and does so in a way that rewards their fans and advocates.

It works because they create spectacles.

On a day where people will literally become violent to save $100 on a television, this year’s campaign, in particular, took it to the point where it seemed straight up unbelievable.

It also spread like wildfire.

Customers on Twitter, Reddit, and Facebook shared this genius campaign right from the beginning, getting the brand’s name in front of people’s eyes right as the holiday gift-giving season starts. (Even our CEO, Bob, and other team members were compelled to share it days after the sale ended.)

Most people that were able to purchase (before the 20-cent $20 bills sold out) were tweeting and sharing their success, all while the CAH team comes off as a Black Friday hero: 

CAH

I mean, who wouldn’t praise a company giving away free money? 

By the end of the sale, Cards Against Humanity undoubtedly took a massive loss financially, but in the process, they stood for their values and gave their fans a great laugh in order to start the holiday season. Not to mention they also reached thousands of other potential customers. 

Overall, this is a brilliant case study for marketers in all industries. Stay true to your brand and even if you rub some individuals the wrong way, your true fans and loyal customers will stick by you and praise you for doing so.

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Marketing Strategy
Branding
Published on December 4, 2018

Recent Articles

Video Marketing: What Your 2022 Business Video Strategy Must Include
January 17, 2022 • 10 min read
8 Crucial Elements Every Homepage Should Have [+Video]
January 15, 2022 • 6 min read
5 Organizational ‘Cleanses’ To Start Your Year Off On the Right Foot
January 1, 2022 • 6 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Brutally Honest Pros and Cons of They Ask, You Answer for Digital Marketing
December 7, 2021 • 10 min read
The Step-by-Step, 12-Month, DIY They Ask, You Answer Implementation Plan
December 2, 2021 • 16 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Why Trust Is the True Currency for Any Business
November 16, 2021 • 5 min read
How To Get Started With They Ask, You Answer: Your First 6 Months
November 11, 2021 • 11 min read
How a Lack of Sales and Leadership Buy-in Is Killing Marketing Morale Worldwide
November 9, 2021 • 6 min read
Free Inbound Marketing Courses and Training
November 5, 2021 • 5 min read
What is the Value of a Digital Marketing Consultant?
November 4, 2021 • 6 min read
Benefits of Online, Peer-to-Peer Learning for Digital Marketers
October 30, 2021 • 8 min read
How is IMPACT Different From Other Agencies?
October 27, 2021 • 5 min read
Why You Might Want to Hire a Marketing Coach Instead of an Agency for Your Business
October 26, 2021 • 7 min read
How To Become a Better Coach (for Business Consultants, Sales Coaches, and Marketing Strategists)
October 20, 2021 • 8 min read
How to Get Your Whole Team to Buy in to They Ask, You Answer
October 19, 2021 • 4 min read
Get Clients To Seek Your Approval, Not the Other Way Around (Podcast)
October 13, 2021 • 1 min read
Why Your Business Always Needs to Invest in Marketing — in Bad Times and Good (+ Video)
October 7, 2021 • 8 min read
How to Grow a Digital Marketing Agency (with Coaching Services)
October 6, 2021 • 6 min read
36 Eye-Opening Inclusive Marketing Statistics That Prove Its Power for 2022
October 6, 2021 • 6 min read
Hire Freelance Writers with Caution (Read this First)
September 27, 2021 • 10 min read
5 Key Elements of a Winning Inbound Marketing Strategy
September 14, 2021 • 14 min read
How to Get the Most Out of Your 2-Week HubSpot Free Trial
September 13, 2021 • 5 min read