No one does Black Friday quite like the team behind Cards Against Humanity.
The Chicago-based company behind the popular card game continued its tradition of absurd Black Friday antics by raising thousands of dollars to dig a massive hole.
Yes, you read that correctly – the "party game for horrible people" launched its "Holiday Hole" campaign at 12 p.m. CST on Friday with a livestream of a hole being dug with a countdown clock and an option to donate.
"As long as money keeps coming in, we'll keep digging," promises holidayhole.com, the website dedicated to the cause. For every dollar donated, about 0.5 seconds is added to the countdown clock.
As of Saturday afternoon, the promotion had raised more than $80,000 with about 23 hours of dig time remaining.
The site's FAQ page answers some of the burning questions on the minds of fans and critics alike:
What’s happening here?
Cards Against Humanity is digging a holiday hole.
Is this real?
Unfortunately it is.
Where is the hole?
America. And in our hearts.
Is there some sort of deeper meaning or purpose to the hole?
What do I get for contributing money to the hole?
A deeper hole. What else are you going to buy, an iPod?
This is hardly the first time Cards Against Humanity has launched a campaign mocking the busiest shopping day of the year. In 2013, the company increased the game's price by $5 in lieu of offering a Black Friday sale, only to outdo itself the following year by selling boxes of actual poop.
That promotion sold out to more than 30,000 customers, many of whom were shocked when bull feces arrived on their doorstep. The company then donated the proceeds to nonprofit organization Heifer International.
In 2015, the "Give Cards Against Humanity $5 Sale" raked in more than $71,000 by selling literally "nothing" for $5 and distributing the haul among employees who spent it on a variety of hilarious purchases that included a suit of armor, several trips and thousands of dollars in charitable donations.
For those thinking that the company with a track record of holiday giving would put the "Holiday Hole" money to another good cause, the site kills that hope in answering the question, "Why aren’t you giving all this money to charity?"
"Why aren’t YOU giving all this money to charity? It’s your money," the FAQ retorts.
"You’re supposed to think it’s funny," the site tells readers wondering how to feel. "You might not get it for a while, but some time next year you’ll chuckle quietly to yourself and remember all this business about the hole."