It depends on the collaboration. For example, a collaboration with Post Malone is unique. Post Malone was a fan of Crocs before we launched a collaboration. It was an authentic connection, and he brings an authentic audience, right? What we want to do is try to find the overlap between his audience and his passionate fans and ours, because not everybody who loves Post Malone also wants a pair of Post Malone Crocs.
We have kind of the pre-launch time frame where we're doing things in paid search and trying to target Post Malone fans to make them aware of this collaboration and encourage them to come to the site to sign up for email to be notified of what's going to happen. We're building a daily database of the people that we know engage both with, say, Post Malone but also with Crocs.
When we launch a collaboration, those products sell out in 10 minutes, 20 minutes, 30 minutes and so again, those are events. We use Teams for those events where we have — sort of like Ticketmaster — an online queue that people get in and we let people into the queue to buy the shoes and when they're gone, they're gone. But we're using Teams to monitor that queue in real time.
We recently did a collaboration with Chinatown Market and the Grateful Dead. It sold out within probably 30 minutes to an hour and I know there's a mix of Grateful Dead passionate fans and a mix of Crocs fans, and each time we do a collaboration we see that momentum build within our consumer base.
So, it's great from a PR standpoint, but also from a customer acquisition perspective, both in the short and long term. I think it's bringing in an entirely new, consumer-based touch that was not shopping with us before. That would be hard for us to target without that collaboration.