Opal · screen time and focus app
Hand out thousands of "Scrolling Kills" stickers that don't mention the app
Unknownword-of-mouthcommunity
What they did
Made PSA-style stickers reading 'Scrolling Kills' that deliberately do not mention Opal, and distributed thousands to customers and users to spark the conversation.
- Stage
- scale
“We have these stickers. I have one on my phone here. It says, "Scrolling Kills." It's like a PSA, public service announcement. Actually, it does not mention Opal, which is also a controversial take.”
Related topics
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More from Opal
All 10 Opal tacticsMore from this episode
- Opal: Drop the hard paywall and give the core app away for freePaying share of users fell 20% to 9%, but organic growth, 1M+ DAUs and revenue rose
- Opal: Test how many app blocks free users get; settle where free users still love it3 free blocks gave free users a great experience while power users still pay
- Opal: Sell the app to schools as a phone policy after students asked for itGrew from one school to many US high schools; front-page LA Times coverage
- Opal: License a stranger's viral video about phone overuse and run it as your adSeen by dozens of millions; still running 1-2 years later
- Opal: Hire a user who posted about you to run her own educational channel for you0 to ~700K followers and millions of views in a few months
- Opal: Add focus streaks with an animated flame and gemstone rewards at milestonesBiggest win of the year for retention and growth; no numbers
- Opal: Let users tap to crack open a gemstone when they hit a focus milestoneThe app's most loved moment; users remember it and talk about it
- Opal: Buy a New York billboard saying "Scrolling Kills" with no app linkNo effect on downloads or revenue; helped close one school deal