Viral retail marketing: Scarcity drop

Cases
6
Median Spread Score
38
Most started on
Open web33%
First post to peak
9 days

By mechanic

All18Controversy6Scarcity drop6

Amazon Prime Day 2015

50
Amazon’s retrospective illustration of the first Prime Day, showing a shopper carrying Amazon boxes.

58M impressions

Costco gold bars

50
You: buying dragon gold bars at Costco Me: buying hot dogs and Kirkland t-shirts We are not the same

$100M revenue

Lidl Eau de Croissant

38
Plunge Creations’ croissant-shaped bottles for Lidl’s perfume campaign.

9M views

7-Eleven: Always Open

31
Ja’Marr Chase on Instagram: "isjamarropen.com #7ElevenPartner”"

500M impressions

Trader Joe’s mini canvas totes

27

Lowe's Black Friday Bucket Giveaway 2025

24
Lowe's Home Improvement on Instagram: "🪣 Our Black Friday Bucket Giveaway is BACK 🪣 🎉 The first 50 members in-store on 11/28 get a FREE Lowe’s bucket full of products AND a chance to get a FREE…

359M impressions

More collections

Scarcity drop in every industry