Bright Bright Great worked with Chicago-based Cards Against Humanity, the #1 selling game on Amazon, to create holiday creative around their "12 Days of Holiday Bullshit" promotion. The promotion asked consumers to pay $12 in exchange for receiving 12 mystery items over 12 days in the mail.
Conceptually, Bright Bright Great wanted to add to the already dry and sarcastic humor of the Cards Against Humanity brand, by overwhelming the art direction with holiday imagery. BBG created 2 websites, a sign-up website to capture the 100,000 sign-ups and a second unveiling website to slowly pull back the curtain on the 12 products one day at a time. BBG also created the "Lump of Coal" video which was a parody of Cards Against Humanity's "Bigger Blacker Box" video, which for CAH was a product flop, so they wanted to poke fun back at it. Bigger Blacker Box video:https://vimeo.com/72905474
How to sell 100,000 slots for 12 holiday gifts as quickly as possible, while making it as easy as possible for a user to sign up.
Sales where overwhelmingly better than expected. The product sold out all 100,000 slots in just over 7 hours. The campaign was a huge success.