Come on, Boys!' Give the Guard a fighting chance" poster
The pattern
This still is filed under Reason-why.
Define
A specific reason the offer is priced, timed, or structured this way. Not a mood. A reason.
Mechanism
Justification. A concrete cause makes a claim feel earned. Because we overbought. Because the season ends Sunday.
Verdict
The price or the ask looks irregular
Why it works
It emphasizes social bonds and peer pressure ('Fight alongside Your Friends') rather than abstract patriotism. The friendly, beckoning soldiers make joining seem like joining a fraternity or club.
Steal this when
You want to leverage existing social networks and the desire for belonging to drive recruitment or sign-ups.