The money-making secret behind Nike's new slogan 💰

5 marketing wins that happened while you were in meetings

Monday briefing time!

Here are 5 viral stunts worth your attention:

#1

Listen Labs bought a billboard that only engineers could read

A startup called Listen Labs put up a billboard in San Francisco with just a broken URL:

If you don’t get it, you’re not the target audience.

These are hexadecimal values. Convert them to ASCII and you get: listenlabs.ai/puzzle

And that URL leads to their “Berghain Challenge” - a game where you play a nightclub bouncer deciding who gets in. The winner gets flown to Berlin with a new job.

My take: Fantastic “riddle marketing”. We do this at Wiz with our security challenges - people still share them even 3 years later. The psychology is simple: easy rewards get ignored, but earned rewards get shared.

Make your marketing feel like an achievement, not an ad.

#2

Nike just changed “Just Do It” for Gen-Z (it’s absolutely genius)