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MSCHF Breaks the Internet
How a puzzle proved that virality can be manufactured
Ali Kaltman
October 21, 2024
Brand: MSCHF
Campaign: The Two Million Dollar Puzzle
Read time: 5 minutes
💬 Overview 💬
Would you buy a puzzle?
No? Yes? Maybe?
Would you buy a puzzle if it completing it could win you $1 Million and only costed you $30?
I sure would…
MSCHF is an art collective known for pushing marketing boundaries and orchestrating viral moments (that often make money).
They’re responsible for viral projects like MSCHF Plays Venmo and Netflix Hangouts for starters.
With each piece of work, there’s a component of 1) shareability and 2) monetization.
But today, there’s one piece of work in particular I want to talk about…
💙 The Branded Moment 💙
The $2 Million Puzzle
Here’s how it works:
Buy the Puzzle: You purchase a 500-piece QR code jigsaw puzzle for $30.
Scan & Win: Once completed, you scan the QR code revealed within the puzzle.
Claim Your Prize: The best part? Every puzzle is a guaranteed winner, but here’s the kicker: the prize could be as little as $1… or a life-changing $1 million
The catch?
The puzzles are REALLY hard. Like trying to fit 20 different all yellow puzzle pieces into the same spot hard.
But the prize is worth it.
Not one but TWO puzzles contain the top prize of $1 million each, making the puzzle that much more exhilarating.
And it highlights an important theme of viral marketing: Imagination
MSCHF isn’t just selling a game—they’re selling the possibility of a different lifestyle.
It taps into the dream of instant wealth, the same thrill that fuels lotteries.
The allure isn't just in winning, but in the potential of what winning could mean for your life.
And that’s why the lottery is a $355 Billion industry.
💡 Results 💡
MSCHF has now done 4 different puzzle QR code giveaways, clearly indicating its success.
The puzzles have also been covered in some of the biggest media outlets including WIRED, Fast Company, TMZ, and more (and also The Branded Moment now… FWIW)
The puzzle has been reviewed over 1,300 times on Amazon, too.
Tapping into the lottery-mentality has clearly been a success for MSCHF.
🎬 Take Action 🎬
How can you manufacture what MSCHF has built?
Embrace the Lottery: Create a sense of chance or unpredictability that can result in something big. The thrill of "winning big" evokes a ton of emotion for consumers.
Create an Experience, Not Just a Product: The puzzle itself is secondary to the experience MSCHF is selling—the thrill and the potential reward. Consider ways that interacting with your brand can become an experience. How can you make consumers excited about the mundane?
There’s a reason the lottery industry is as big as it is. How can you make your consumers go “what if?” this week…
What’s New This Week
One new product I tried this week 👉 Sauz Cracked Pepper Tomato Sauce - I’m certainly a Sauz fan. Congrats to the team for the Target launch!
One new campaign I’m loving 👉 GAP’s partnerships and you bet I’ll write about it this weekend on LinkedIn.
One piece of content to watch 👉 Love is Blind S6 is back and I am binging it haaaard right now.
Brandkeeping
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And if you have a brand or campaign you want to spotlight, please reply directly to this newsletter.
Let’s chat!
See ya!
Ali
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