Viral entertainment marketing: Scarcity drop

Cases
12
Median Spread Score
51
Most started on
Retail50%
First post to peak
93 days

By mechanic

All203Controversy85Response chain79Challenge50Creator relay47Remixable template36Maker origin32Underdog29Real-world spectacle22Pairing21Identity badge20Mystery & lore17Transgression17Newsjacking13Scarcity drop12Catchphrase12Fandom mobilisation11Shareable output9Revival6

KPop Demon Hunters

74
KPop Demon Hunters | Official Trailer | NetflixOpen

4.6B impressions

Everything Everywhere All at Once

69
A24’s illustrated theatrical poster for Everything Everywhere All At Once

$147.9M box office

Baby Yoda

66
Original concept art. #TheMandalorian

9.3K sold

Bo Burnham: Inside

63
All eyes on Bo Burnham - The Boston Globe

44.5K sold

Onyx Storm

56
Onyx Storm print book and ebook cover images from Rebecca Yarros’s official book page.

2.7M sold

Fourth Wing

51
Fourth Wing

2.7M sold

Helluva Boss

50
HELLUVA BOSS (PILOT)

Peaked at #1

#ALLMYMOVIES

45
Official project still showing LaBeouf watching his films at the Angelika Film Center.

Babel

41
Official UK hardback cover of Babel.

20.7K sold

The Serpent & the Wings of Night

38
Bramble cover of The Serpent and the Wings of Night, with a serpent, sword and roses

54K sold

Legends & Lattes

27
Legends & Lattes novel cover from Travis Baldree’s website

1M sold

Assistant to the Villain

25
Assistant to the Villain

97.6K sold

More collections

Scarcity drop in every industry