The Unboxing Experience

This idea is actually a super layered commentary on drop culture, hype culture, unboxing culture and video game culture at large. Damn that’s a lot of cultures. Anyway, the day the Switch 2 came out we happened to be at a Best Buy and they happened to have a few left. We had the RunThis corporate card on deck and decided to stir the pot a bit.

Remember that video of the kid opening the N64 for christmas and going absolutely bonkers? We wanted to give someone that chance to experience that kinda joy. So we listed a $100 “unboxing experience” on Craigslist and FB marketplace, offering the “once in a generation” chance to come to our office and unbox our console for us. Seeded it on Reddit and in a couple days it took off. Once Game Rant picked it up, it was a part of internet history.

Our favorite part is the last video on this page. Some dude really spent 2 and a half minutes of his day giving a dissertation on how this was ethically wrong and stuff when it was really all just a joke.

At RunThis, we love to use the tools of modern media to create conversations and get people to spend time with our ideas. This one worked. Maybe a little too well.

In the end, we let the doorman of our office building open it up for free. After all, he clearly enjoys opening things (like doors lol)