How to make your followers go crazy - using Easter eggs
Imagine your brand being so good, you can offer less and charge more.
That’s exactly how I feel about Easter eggs.
(I'm talking the chocolate ones here...)
Which genius came up with that ruse?
Less chocolate, more packaging.
But hey — they’re shaped like an egg, so we hand over 3x the price like it makes sense.
(And yes, I’ve spent an obscene amount keeping my kids happy over Easter. Not at all bitter...)
I'm coming across as a kind of Easter Scrooge, aren't I?
But there’s one kind of Easter egg I do love.
And it has everything to do with growing a cult following.
Not the chocolate kind — the movie kind.
If you’re not a nerd or obsessed with pop culture, you may be 100% clued up on what an Easter egg is in this context.
Basically, an Easter egg is a hidden or secret reference placed in files, games or books for die-hard fans to spot.
Some are not particularly well-hidden.
Such as Marvel creator Stan Lee showing up in every Marvel film.
Or Bruce Campbell in every Sam Raimi movie.
Others require a bit more awareness.
My favourites are the ones you really have to work hard for...
The mall sign changing in Back to the Future after Marty destroys a pine tree in the past.
Nick Fury's grave in Captain America: Winter Soldier referencing Ezekiel 25:17 from Samuel L Jackson's role in Pulp Fiction.
And sticking with Quentin Tarantino movies...
Mia Wallace in Pulp Fiction pre-figuring Uma Thurman's role in Kill Bill by describing the ‘Fox Force 5’…
... a good 10 years before the film was made!
(That's some deep knowledge to get that one...)
I know what you're thinking right now...
The thing is that most casual observers don’t notice.
But real fans do.
And when they catch one?
They post about it.
Talk about it in forums.
Feel like they’re like an insider.
They're part of something others are not.
It feels exclusive.
That’s how cult brands work, too.
They don’t try to please everyone.
They create meaning for the right people.
They reward attention.
They signal identity.
They say, “This is for you. And if you know… you know.”
If you want diehard followers...
...think like a filmmaker.
Drop the references only your people will catch.
Build the lore.
Embed the signals.
Keep your followers on their toes and searching.
Casual attention does not build a cult following.
That's why influencers struggle.
That's why it's so important to build a brand that builds a sense of belonging among followers.
And throwing in references, language and a shared, exclusive element to how you show up helps build this.
An Easter egg can achieve exactly this - act like a hidden signal that rewards insiders.
It can be:
A phrase you use that only your people understand
A recurring visual detail (icon, colour, object) that turns up in the same places
A quiet reference to a shared enemy, belief, or moment in your community
A callback to something you said once that the right people never forgot
The point is not “clever”.
The point is belonging.
Because when someone spots it, they don’t just feel entertained.
They feel seen.
And when people feel seen, they stick around. They bring friends. They defend the brand. They become annoying in comment sections (in the best way).
Your move - hide an Easter egg
Here's how to get started unlocking the power of in-group connection through things like an Easter egg.
Step 1 - Pick an “insider truth”
What do your followers believe that they roll their eyes when they see/hear/experience others doing?
For example, they may not like how other describe a certain product or they may recoil when they see certain activities done in a certain way (e.g. runners vs joggers)
The more amusing and/or urgent, the better.
Step 2 - Turn it into a cheeky reference
Choose one form it will take:
a short phrase you repeat
an icon/emoji/symbol you use sparingly
a name for your followers
a “coded” reference to the enemy (the thing you’re against)
Step 3 - Hide it somewhere where real followers go
Now, it's important not to place this in obvious places. If it's front and centre and easy to find it loses all its power.
Find somewhere to use the phrase or reference that only really committed followers will notice. For example, all the way down in a PS line, on the bottom of a product where no one usually looks or on the tiny label of a garment.
Not the obvious places, but committed places that only the most committed are likely to read (because when they love you, they devour and binge you as much as possible).
This may be things like:
your signature or PS line in an email
hidden inside your terms and conditions or privacy policy on your website
inside a post in your community or on social that only true believers will 'get'
a throwaway line in the middle of one of your videos
If you really want to ratchet up the power of doing this, start to offer rewards for those who spot them without letting on to everyone else that they exist.
Eventually, it will get out that there are Easter eggs with rewards and everyone who is engaged will start to crawl through everything you do.
That’s it.
Give your most committed followers the opportunity to geek out... on your stuff.
Try this and then share in the How To Start A Cult - Cult Leaders Community how it worked out for you.
P.S. Even if you don't put this into action, fully consider this an opportunity to unleash your inner nerd and let me know:
What are your favourite Easter Eggs - from movies, songs, whatever? Let's geek out together...
BEFORE YOU GO... this is just one of the ways to build connection and belonging as taught my flagship program, CultBrand Academy.
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