I’ve written about the innovative use of the premium upsell as something instructive for anyone selling premium content. I just learned about the Flaming Lips Gummy Bear skull which they released earlier this year which has turned the whole premium upsell thing into an art form. I love it!
Embedded inside a 7-pound gummy bear skull is a USB stick with a unique set of songs from the Lips. The catch is you need to eat your way into the skull to “extract the music. As front man Wayne Coyne says, “You’re gonna eat it, you’re going get a stomach ache…but you’re gonna love it!”
And here is a clip showing Wayne dropping off the first five to buy the Gummy Bear Skull at a record store in Oklahoma near Wayne’s house.