Use Michael Bublé Songs to Create Sales
Add the ‘product or Bublé’ game to your email marketing mix
STEAL THIS CAMPAIGN
Add the ‘product or Bublé’ game to your email marketing mix
Editor’s note: This is the first article in a new series, Steal This Campaign, wherein we highlight creative, achievable, and unique ideas that you can steal or replicate parts of in your own marketing campaigns.
This is by far, one of the funniest email campaigns I’ve ever run — and one that you can totally steal. It created such a clicking frenzy that the product we were promoting sold out in under ten minutes.
It all started with a phone call…
“I want to send people on a virtual treasure hunt and every wrong answer takes them to a Michael Bublé song. Does that sound like a stupid idea?”
My colleague Oban started laughing hysterically down the phone. I interpreted his chuckles to mean “we should definitely do this”.
2 hours and some purposefully bad photoshop later, we had our game.
The Email Marketing Game: Product or Bublé
Pablo Picasso said “great artists steal”, so you shouldn’t feel ashamed to borrow someone else’s good ideas every now and again.
Today, I’ll be urging you to steal my tried and tested campaign idea to apply to your business or product launches.
With this game, the product we were promoting was called ‘King Slayer Playing Cards’, so it was King Slayers or Bublé — but if you steal this campaign, just add your own product name instead.
Before stealing this campaign, you will need:
Scissors
2 rolls of tape
6 clothes pegs
Okay, I’m just joking, you don’t need any of that. It’s actually super simple…
Just create 12 image squares or links in your email. You can make them look like presents or mystery doors.
11 of those should link to different Michael Bublé songs on YouTube.
1 lucky link takes customers to a product page for your new product.
You better believe it produces the highest click-through rate in the world.
Explaining it to Customers
My email began with this introduction:
* * HOW TO PLAY * *
There are 12 presents below. Click ANY single one of them.
11 of them are incorrect and link to a beautiful Michael Bublé song. Dance around your room, fill your lungs with the cold Christmas air and go about your business, merrily.
Behind ONE present is a secret link to our BLACK KING SLAYERS playing cards. With only 2,500 printed, these are super limited… and we’re only putting 500 decks of these on sale right now. (For $7 a piece)
The pitch was sealed with a beautiful call-to-action and 12 different image links for customers to click. Like so:
Top tip: I hid my actual product link at position 11. So only those who were truly engaged in the game would get the opportunity to buy it. If it was at position 3, it wouldn’t feel like a prize worth having.
The result = $3,500 in just 10 minutes
The campaign took zero budget to execute. The time from having the initial idea, whilst out walking the dog, to hitting customers’ inboxes was around 2 hours… and 20 minutes of that was walking back home.
The clickthrough rate of this initial email was 30.16% as thousands of customers entered the game.
After just 10 minutes of the email hitting people’s inboxes, we were completely sold out of the 500 units we’d allocated. A total of $3,500 in revenue initially.
However, the game created such a frenzy, that the excitement grew. By the time customers got the chance to buy this product again, we ended up selling out of our remaining stock of 2,000 units even quicker than before. That’s a total haul of $17,500 with zero marketing spend.
Campaign Recap
8,262 page views
30% clickthrough rate
A complete sellout of allocated stock
$0 marketing spend
$3,500 in revenue on a random Wednesday afternoon.
This low-budget, but super fun game can be used to promote back-in-stock items and limited edition product launches. It’s also a great way for you to make room in your warehouse by using the game to promote products you don’t have much stock of.
P.S., clever campaign-thieves can view the full debut email here: https://mailchi.mp/ellusionist/buble-or-kingslayers (please note the product is sold out, so you may get an error 404 if clicked).