You got me Lego corp. I do this for a living and you got me.
For several years I lusted after the largest set ever produced – The Ultimate Collector’s Millennium Falcon.
I read about it before the release. I scanned blogs. I imagined building it. I wrote newspaper columns about it.
This product combines 2 of my loves – Star Wars and Lego – but it was $500. Only a fool would spend that on a toy.
Right?
That’s what I thought too. So I waited. I passed on emails with $30 discounts and then $175.
I convinced myself to wait, that I didn’t need it. Then they dropped an email I couldn’t ignore…
“Last Chance. Halting Production.”
Bam! I was punching my credit card number into lego.com. And I happily paid full price. And now the Falcon waits for my son to grow old enough to help me build it.
Lego does a great job of offering clear and focused and timely emails. It’s the kind of list you are happy to opt into. In this case they interrupted my internal dialogue and got me to buy.
I don’t remember the images or graphics just the urgent NOW or NEVER pitch.
{ 2 comments… read them below or add one }
I have to try that “halting production” trick sometime. I wouldn’t be surprised if it turns out to be a bluff. Either way, you did a good thing. Part of your $500 goes to Lucasfilm as royalties, thus rewarding an entity that enriched humankind immeasurably.
It may comeback someday. But you are right about Lucasfilm….
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