Cards Against Humanity is a @Direct to Consumer (DTC)@Lifestyle Brand that #kickstarted their "card game for horrible people" and later cultivated an ethos based entirely on the cheeky abuse of their customers. Cards Against Humanity, a sarcastic and offensive card game founded in 2011 by high school friends and geared towards millennials, understands their audience well. And, if you know your audience well, you can break the rules.

For instance, in 2013, Cards Against Humanity sold their product for $5 more on Black Friday, and sales went up. In 2015, they sold nothing for $5 … and received $71,000 from consumers. In 2016, they dug a hole in the ground and filled it back up, for $100,000.

References

• Cards Against Humanity by r/cardsagainsthumanity
• https://www.reddit.com/r/cardsagainsthumanity/comments/5hwhbj/the_card_listing_spreadsheet_new_editor_new/

Contexts

• #d2c-company
• #lifestyle-brand (See: @Lifestyle Brand)