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It’s All Coming Up Bull: Cards Against Humanity’s Black Friday Stunt

It’s All Coming Up Bull: Cards Against Humanity’s Black Friday Stunt

Black Friday seems like an obvious opportunity to boost merchandise sales. Retailers everywhere, both traditional brick and mortar and online stores, clamor to offer the best deals and capture as much of the revenue from one of the biggest shopping days of the year as possible. However, Cards Against Humanity took a different approach.

In a stand against the Black Friday chaos, the party game company pulled all of their products from their website, replacing them with just 1 new offering: “Bullshit.” Even more shocking: they sold out in under 2 hours. Though they made what they were selling perfectly clear, some customers were surprised when they opened their packages over the past few weeks and discovered that they did in fact purchase cow manure.

Take a Stand with Your Brand

Though highly unconventional, Cards Against Humanity has taught us an important lesson: you don’t have to be like every other business. The company took a stand against the “spectacle” of Black Friday for the second year in a row – last year they raised all their prices by $5 – raised huge amounts of press, and supported a good cause to boot, as all of the proceeds from Black Friday went to Heifer International, an organization that provides livestock to developing communities to fight hunger and poverty.

Business owners don’t have to blindly follow trends just to make a quick buck – especially if they go against the business owners’ morals or better judgment. When you make it clear why you won’t be participating, you’d be surprised just how much support you can gather for going against the grain.

Stunts with Substance

That being said, stunts such as this must be considered very carefully. Anyone who’s played Cards Against Humanity knows that the game is wildly inappropriate (for those who haven’t, think a very R-rated version of Apples to Apples). Thus, their customers were likely to appreciate the humor in their ability to sell literal bullshit. As one can imagine, this tactic would not have gone over so swimmingly for almost any other business. If you’re considering using a stunt like this, ensure that it fits with your brand personality and your customers’ sense of humor. Partnering with a charity is just the icing on the cake!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

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Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

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