Email Campaign by "Mark the intern"
Brooklinen's Viral "Oops" Email
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A few years ago, Brooklinen made headlines when an intern named Mark “accidentally” sent a Black Friday promo email that seemed intended for internal approval by their marketing team—to their entire customer list.
Subject line: “[NEEDS APPROVAL] Early Access.”
What followed looked like a PR mess… but turned into marketing magic like they'd never seen before. The email went viral, customers rushed to buy early, and Brooklinen kicked off Black Friday a week ahead of their competitors.
It was later revealed that the “mistake” wasn’t a mistake at all. Brooklinen later confessed it was a planned stunt to create buzz and reward loyal fans with early access. Still, the email generated a tidal wave of engagement, a profitable pre-sale, and a brand story people still talk about today.
Brooklinen's genius lies in how it makes boring products feel cheeky, smart, and modern. It’s not just the “oops” email. With subject lines like “zero bull sheet” and “holy sheet,” they’ve built a brand voice that’s equal parts irreverent and irresistible.
Key Insight
When you're in a boring industry, personality is your product. A well-planned “oops” moment can create massive buzz. Especially if it feels real, relatable, and a little rebellious.