- Create a viral marketing campaign around certain toys using social media influencers.
- Undersupply the market with the toy. The limited amount furthers the frenzy and increases the desirability since now only a select number of consumers can get them (exclusivity).
- Launch PR campaign, supply media organizations with a few of the toys so they can them away as part of their holiday feel-good campaigns.
- Parents promise their kids the toy for Christmas, but can’t get it.
- Parents buy substitute toys for Christmas.
- After Christmas, toy manufacturer floods the market with the toy.
- Parents buy the toy when it becomes available, so now the parents have bought toys twice for the season: the substitute toys for Christmas day, and the desired toy in January or February.
And yet, what do I remember about my childhood holidays?
- My grandfather building a gingerbread house with me.
- Seeing and playing hide and seek with my cousins.
- Putting together my family’s Christmas pyramid and being amazed by how the candles made it work.
- Candlelight services.
- Influence, the Psychology of Persuasion by Robert Cialdini, Chapter 3.
Here’s Why You Can’t Find Fingerlings: How a Company Engineered the Perfect Viral Holiday Gift by Jennings Brown via Gizmodo.