Liquid Death Case Space ROI
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A story about how Liquid Death created a clever marketing campaign during the Super Bowl season.
"Did you see this Liquid Death marketing campaign they did? Super Bowl was a couple weeks ago and they were thinking 'How do we hijack this marketing moment without buying a $6 million Super Bowl ad?'
They put on eBay what they called 'the biggest ad ever' - they had a national run of half a million Liquid Death cases and offered the side of the box as ad space. Their pitch was: it costs $6 million to get in front of 110 million people on the Super Bowl, but 200 million people are going to walk through the doors of these retailers and see our product.
They auctioned it off and Coinbase ends up buying it for half a million dollars. They got three waves of PR from this: first pump was PR in the marketing community because marketers thought it was so smart, second pump was Coinbase actually paying them $500,000 for the ad space, and third pump was the news that somebody actually bought it. They got three hits out of this thing that was just excess inventory for them anyway."
Shaan Puri
Host of MFM
Shaan Puri is the Chairman and Co-Founder of The Milk Road. He previously worked at Twitch as a Senior Director of Product, Mobile Gaming, and Emerging Markets. He also attended Duke University.