Marketing campaigns can be a successful shot in the dark or a misfired attempt to replicate previously famous campaigns. But when viral works, boy does it work. That’s something Exploding Kittens’ Elan Lee and Eric Lang learned from their experience marketing the unusual card game at games conventions and on Kickstarter.
The secret to their success has been, as they put it, a result of cultivating surprise and joy – not only for their audience, but also for themselves. A case in point is the eight-foot high fuzzy vending machine they exhibited at several conventions.
The machine dispensed random items while, in the background, staff were busy creating weird and wonderful gifts for the hordes of curious attendees. When someone dressed as Game of Thrones’ Daenerys Targaryen got in line, they swiftly bedazzled a watermelon, creating a magic moment for Exploding Kittens fans that soon went viral online.
Exploding Kittens CEO Elan Lee and game designer Eric Lang were on the creatiff stage at Collision 2022.
Image: Diarmuid Greene/Web Summit (CC BY 2.0)
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