The Mullet Effect: How Humor Created Product Stickiness
In the world of product management and marketing, we spend a lot of time discussing features, usability, and brand positioning. But sometimes, the most impactful element of a product’s success isn’t found in a strategic roadmap or a sleek UI—it’s in a well-placed laugh.
Years ago, at a tradeshow, I witnessed firsthand the power of humor in creating customer engagement and loyalty. As part of a giveaway, we handed out mullet-themed calendars to winners. What started as a quirky prize quickly became a tradition—attendees returned year after year, not just to see our latest product offerings, but to check out the new calendar. The demand was so strong that I decided to take it a step further. We created a ‘Mullet King’ icon that appeared next to the profiles of users who had won a calendar in previous years.
Something remarkable happened. Users embraced the badge of honor, showing it off to colleagues and taking pride in their ‘Mullet King’ status. This playful engagement did more than just entertain—it directly influenced behavior. The lighthearted joke fostered a sense of exclusivity, community, and brand loyalty. Colleagues of the ‘Mullet Kings’ wanted in, which drove new user sign-ups and, ultimately, an increase in revenue.
Why Humor Works in Product Marketing
-
Emotional Connection = Brand Loyalty
People remember brands that make them feel something. A well-placed joke or a running gag can create an emotional connection that keeps users engaged long after their initial interaction with your product. -
Gamification and Status Symbolism
A humorous incentive—like the ‘Mullet King’ icon—creates an informal status system that taps into users’ natural desire for recognition. Leaderboards, badges, and inside jokes encourage users to stick around and stay engaged. -
Word-of-Mouth Marketing
People love to share things that make them laugh. When humor is embedded in your product, users become natural advocates, spreading the word in a way that traditional marketing dollars can’t buy.
Bringing Humor to Your Product
You don’t need a mullet calendar (though I highly recommend one) to make humor work for your product. Consider how small, delightful elements—whether it’s a quirky loading animation, a witty confirmation message, or an exclusive ‘insider’ status—can drive engagement and retention.
At the end of the day, users want more than just a product—they want an experience. If you can make them laugh while solving their problem, you’ve already won half the battle. So go ahead—embrace the mullet. Your customers (and your bottom line) will thank you for it.
