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Library/Campaign/Cards Against Humanity Holiday Hole
Grade B21 sourcesHIS-01612

Cards Against Humanity Holiday Hole

Campaign · 2016 · Niche

37Editable slideCertificate

Black Friday donors paid Cards Against Humanity $100,573 to dig a purposeless hole.

Cards Against Humanity

@CAH · Nov 25, 2016

It's going to hole

Darryl Mott@Abstruse

Is this money going to Worldbuilders or something?

751
Post · @CAH on X

Kerri

@okerri · Nov 27, 2016

Am I the only one who hears Journey's Don't Stop Believin' when I see the #HolidayHole from above? #holegotdug

21
Post · @okerri on X

Cards Against Humanity

@CAH · Nov 27, 2016

Hole got dug

75038
Post · @CAH on X

Cards Against Humanity

@CAH · Nov 25, 2016

All of us at Cards Against Humanity believe the best thing to do today is help us dig this big hole in the ground. HolidayHole.com

51647
Post · @CAH on X

Going T. Maine

@going_to_maine · Nov 27, 2016

The Cards Against Humanity hole thing is fun, but maybe instead just donate to Planned Parenthood? A passing thought.

10
Post · @going_to_maine on X
Clip · YouTube
All of us at Cards Against Humanity believe the best thing to do today is help us dig this big hole in the ground.
@CAH on X
An excavator digging Holiday Hole, taken from the recording embedded on the official campaign page.
Cards Against Humanity
Happy Holidays from The Hole.
NPR via Ideastream Public Media
Cards Against Humanity Spent $100k to Dig a Giant, Pointless Hole in Holiday Stunt as Bleak as 2016
Adweek
File:Cards Against Humanity 2016 Holiday Hole.jpg - Wikimedia Commons
Wikimedia Commons / Cards Against Humanity

Spread Score

How it works
Reach42Contagion35Breadth40Velocity65Longevity037

Numbers

Seed to milestone
2 days
Nov 25 ’16 to Nov 27 ’16
Platforms
3
Started on Open web
Origin
Stunt
Gaming

Mechanics

  • Real-world spectaclePrimary
  • Transgression
  • Controversy
  • Platform jump
  • Press loop

How it spread

Trace the origin

Cards Against Humanity launched a donation-funded dig on Black Friday. YouTube carried the stream as news sites and forums shared it. The dig ended Sunday at a reported $100,573, the milestone used here, and the hole was later refilled.

Documented milestone; not a measured attention peak.

Google searchesNov ’16DecJan ’17FebMarAprMilestoneOpen webXPress
Open webXPress

13 more events on this chart

Join free to see them

Timeline (16)

  1. November 2016

    Cards Against Humanity seed · Nov 25 ’16

    Cards Against Humanity opened Holiday Hole, taking donations to keep an excavator digging.[1][2]

    Open the first post ↗

  2. @CAH owner response · Nov 25 ’16

    The brand replied that the money was going to the hole.[3][4]

  3. Polygon press · Nov 25 ’16

    Polygon reported close to $30,000 in donations and criticism that the money should go to charity.[5]

  1. press · Nov 25 ’16

  2. commercial · Nov 26 ’16

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 9 sourced numbers and 21 sources. Start with a free account.

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Origin
Stunt
Sector
Gaming
Region
US
Reported figure
—
Evidence
Grade B

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