What brands can learn from the “most offensive game on earth”

If you haven’t heard of Cards Against Humanity, there might be a reason. It is described as the “party game for horrible people.” Trust me, it’s not a game that you want play in polite company, but that hasn’t stopped it from becoming one of the most successful games ever. The company itself is famous for its crazy promotions and events. In the past they have simply given their product away for “whatever you want to pay,” which for thousands was nothing. So why are they so successful, and what can we learn?

They did something old fashion with a modern spin

The company took off after a successful Kickstarter campaign for a simple card game, in 2011. By then, video games had already been cutting into board game industry profits for decades. They were able to gain the initial funding by offering something old that appealed to a newer, more edgy crowd. Card games have been around for centuries, but they tailored their game specifically for their desired audience, from the ground up. When you are developing a new service for customers, it might not be as much about innovation as it is adaptation.

Kept it very, very simple

Game critics across the world have dissected and studied Cards Against Humanity’s rise in popularity. Nearly all of them have settled on one conclusion; It is the simplest game they have ever played. The game is essentially played with two cards, almost completely eliminating the learning curve. Any game or product that requires customers to learn or practice before use is guaranteed to have a lower adoption rate.

A brand so strong they can sell poop

This Black Friday they live-streamed a backhoe digging a hole, that would keep digging as long as people continued to donate money. It sounded silly until they announced that they made over $100,000 from the event. In 2014 they offered to send customers “actual bullshit” for $6, which they actually did. Just last year you could pay them $5 for “nothing in return.” They keep getting paid from these stunts because they are perfectly aligned with their cheeky brand image and their target demographics’ ironic sense of whimsy. These stunts won’t work for just anyone, but others should still try and find smart, attention-getting activities that align with their own brand’s image and values.

They put the consumer first at all time

From the start they have been letting consumers directly influence the future of their product. Their entire game is under Creative Commons, meaning anyone can remix or change anything about it. They look to user input on future expansions and product changes, which fosters a genuine and transparent brand relationship with consumers. They know that they owe everything they are now to the customers that helped make them. Likewise, they willingly let their consumers help shape the future of the brand they’ve created. Remember: You are nothing without your customers, so listen to them!