An ordinary letter was mailed out asking recipients, “are you stronger than a sheet of paper?” If they could rip the paper they would win a free year membership to Kingdom of Sports. The catch was that the paper is actually impossible to rip! Made from a special paper-polyester blend, the mailer is much stronger than any human. Those who couldn’t rip the paper, and that means everyone, were offered a free 1 month trial membership.

The recipients were surprised, challenged and motivated by the mailer and many were eager to take advantage of their 1 month trials. As a result, 23% more new customers joined Kingdom of Sports compared to the same time last year.