Prussian Military Viral Marketing

As Napoleon was running roughshod over continental Europe in the early 19th century, the Resistance in Prussia stumbled upon a remarkably successful form of viral marketing.

With military coffers empty, the Prussian royal family urged their citizens to help fund the War of Liberation by donating their gold and silver jewellery.

In return, citizens were given intricate iron jewellery such as brooches, necklaces and rings.

The jewellery would be worn as a symbol of patriotism and evidence of funding the Prussian resistance. The obvious social signalling coupled with the aesthetic appeal ensured the jewellery became extremely popular.

Gold gab ich für Eisen.

I gave gold for iron.

The jewellery appears to be a stroke of genius in viral marketing. On the one hand, it was extremely profitable for the Prussian Resistance. From a marketing perspective, it was clearly desirable and easy to show-off. In short, it provided citizens with a way to prove their loyalty to their fellow citizens — marrying virtue signalling and fashion in an iron aesthetic.

In a recent trip to China, I visited Design Society in Shekou, Shenzhen. There, the V&A Museum have been running an exhibition on the Values of Design which included the Iron Jewellery in this piece. The exhibition was fantastic and well worth a visit if you’re in the area— offering up plenty to observe and ponder.

Thank you for Reading 🙏🏻

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