Yesterday I was checking the trending page on YouTube and one video, in particular, stood out to me. The video was titled ‘Cards Against Humanity Saves America’. I thought to myself, unlikely, yet the clickbait sparked my curiosity and I watched it.

In what appears to be a marketing effort to reach a bigger audience Cards Against Humanity started a new campaign where you can further advance their political agenda. It sounds wild because it is. Let me explain.

In an attempt to resist the construction of the infamous wall promoted by the President, they are running a promotion where you can spend $15 and ‘buy’ a small piece of land on the border. The company has taken action to retain a law firm specializing in eminent domain to make it as time-consuming and expensive as possible for the wall to get built. But wait, there’s more! The promotional also comes with six mystery items that you will receive throughout the month of December, as well as some new cards to add to your deck.

Whether you agree or disagree with their message, when companies take political stands it’s an interesting move. Using politics to market can be the undoing of your credibility. We all witnessed the social backlash that Pepsi withstood after their infamous commercial with Kendall Jenner that many felt commercialized the protest movement.

Has this move by Cards Against Humanity been successful? Well, the video has been up for 2 days and now has 21 thousand likes and seven thousand dislikes. Their promotional is sold out. I suppose they ran out of land? In general political marketing can be choppy waters because of it’s nature, very polarizing. Since Cards Against Humanities target market is primarily young people, who tend to be more liberal, I think they get away with it. However, I would advise Cards Against Humanity to market in a way that wouldn’t get their company involved in a fight against the U.S. government. The legalities are going to be messy and could cause problems for the brand.