Email Campaign by "Mark the intern"
Brooklinen's Viral "Oops" Email
Swipe Details
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.
Swipe-Worthy Ideas
- The Fake Mistake Email – Craft an “accidental” send that grabs attention and starts a conversation. This can be in different marketing channels, not just email.
- Subject Line Theater – Use internal tags like “[NEEDS APPROVAL]” to break the fourth wall and create intrigue.
- Embrace the Intern – People love underdogs. Humanizing a brand through a lovable character (like Mark) can make your campaign feel personal and viral.
- Wordplay That Slaps – If you're in a snoozy category, a little wit can wake people up. Think “holy sheet” instead of “20% off bed linens.”
- Pre-Sale = Power Move – Launch early under the guise of exclusivity or error. You’ll beat the competition to the punch and feel clever doing it.