On Friday, Cards Against Humanity, the maker of the popular card game, announced it was celebrating Black Friday by digging a hole in the ground for as long as people were willing to pay for it.
"The holidays are here, and everything in America is going really well. To celebrate Black Friday, Cards Against Humanity is digging a tremendous hole in the earth," the company said.
Starting at 1 p.m. ET on Friday, Cards Against Humanity launched its Holiday Hole campaign. For every dollar donated, the company added 1.8 seconds to the "dig clock."
It is unclear if all of the $100,573 raised went into the equipment rental and labor costs or if the company has any leftover funds for use as it sees fit. The company is slated to release an update about the event soon.
And if it keeps going until it hits magma? "At least then we'd feel something," the company said.
Getting people to throw their money away for nothing has become a tradition for the maker of the self-proclaimed "party game for horrible people."
Last year, its Black Friday deal was just as unusual as the company asked people to give it $5 to receive absolutely nothing in return. The stunt brought in more than $71,145, which Cards Against Humanity split among its employees. Two years ago, the company even sold $180,000 worth of actual bull poop.
"You're supposed to think it's funny," the company said of this year's shenanigans. "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."