Another trick from Cards Against Humanity, which made them famous among marketers. During one of the "Black Fridays", instead of a discount, they raised the price of the game by $5 and urged "not to miss the sale that happens once in a lifetime." Many thought it was a fake, and Amazon did not dare to give the go-ahead for such a promotion for a long time.
As a result, Cards Against Humanity became famous and was actively written about on Twitter and Tumblr, on Reddit. Even news agencies wrote about the campaign. So the fame of Cards fully justifies such a crazy landing page.
Prices aren't always raised just to get hype. For example, the accessories and footwear brand Allbird did it to draw attention to the problem of drastic climate change. The b2b email list company called for "breaking tradition, not the planet" and raised prices for the entire collection by £ 1. Proceeds go to the Fridays For Future movement, which deals with climate issues.
Laugh with your customers
Everyone loves it when a brand can laugh at itself or launch a fan-driven campaign. This approach helps overcome skepticism about Black Friday. An example of this is the brand Chubbies, which sells shorts.
The hero of their ad is a man lazing on the couch after Thanksgiving. He ate a whole turkey and urgently needed comfortable shorts. Agree, this speaks much more convincingly about comfort than a dozen words.
Another example is the brand Gymshark, which sells fitness clothing. According to the script of the video for the BIG DEAL ENERGY campaign, the characters gain superpowers and get into funny situations. One rides an exercise bike, another finds herself inside a show, and the third grows into a giant game character. The dynamism combined with humor brought the video 1.458 million views.