Three intrepid game designers just sent their latest board game, called Secret Hitler, to all 100 U.S. senators, because “although the game takes place in 1933, we thought you and your staff might found our game relevant as you negotiate the balance of power with the Trump White House.”
Rarely does a targeted influencer giveaway get featured on AdFreak, but rarely are targeted influencer giveaways so ballsy. Cards Against Humanity co-creator Max Temkin, along with video game maker Mike Boxleiter and author Tommy Maranges, created Secret Hitler. And Temkin, whose stunts for CAH we’ve featured many times, tweeted out a delightful video of the process and the subversive letter that was included. (CAH, of course, also funded some anti-Trump billboards during last year’s campaign season.)
The letter itself is a masterwork in copywriting that pulls no punches.
Each senator now has a letter to remind him or her that “to achieve his evil ends, Adolf Hitler required the cooperation of well-meaning men who hoped to appease and control the Nazis. Our game explores that relationship and highlights the difficulty of recognizing your own manipulation before it’s too late.”
For a minimal spend, the stunt has created a maximum amount of earned media. It even got them a writeup in one of the wokest magazines, Teen Vogue. Not bad for a game that began on Kickstarter, where it raised more than $1.4 million.
It takes smarts and lots of shade to win the broken media game in the U.S. today, and Temkin and friends have proved time and time again that they have what it takes to do something interesting in the name of marketing.
Or perhaps, in this case, it’s in the name of actually reminding people what happened during Hitler’s rise to power with an educational party game. So grab yourself a copy over at SecretHitler.com, and practice fighting fascism today!