28 November 2016
Firm has previously donated more than $4 million to charity through anti-Black Friday stunts
The company behind divisive party game Cards Against Humanity has pulled another stunt in rebellion to the Black Friday weekend of sales, taking thousands of dollars in donations to dig a seemingly pointless hole in the ground.
Dubbed as the cheery ‘Holiday Hole’, the hole’s creation was livestreamed online, with each new donation extending the amount of time spent digging.
More than 48 hours and $100,573 (£80,533) were spent digging the hole. Among the list of top donors are a number of people who have contributed more than $1,000 each to the cause.
The stunt raised eyebrows and ire across the internet, with some observers commenting that the money would be better spent by being donated to charity.
Cards Against Humanity pre-empted the backlash in its Q&A section, answering the query: “Why aren’t you giving all this money to charity?”
“Why aren’t YOU giving all this money to charity? It’s your money,” it responds.
As for “What do I get for contributing money to the hole?” Well, you should’ve really seen this coming.
“A deeper hole,” reads the reply. “What else are you going to buy, an iPod?
“As long as you keep spending, we’ll keep digging. We’ll find out together how deep this thing goes.”
Part of the criticism appears to have stemmed from Cards Against Humanity’s previous Black Friday events and other charitable deeds, which have seen the firm give more than $4 million (£3.2m) to organisations since it began in 2012.
In 2014, the company sold boxes filled with manure – an offer more than 30,000 people took up – while last year it offered literally nothing for $5, which earned more than $71,000. The company’s employees then posted up a blog detailing how the money was seemingly spent – on everything from PlayStations and divorce attorneys to cat litter and charity donations.