Win a Date with our CEO and make her mother happy

Thursday, 28 August 2008

SocialNet CEO Liz Kalodner, 40 and single, became our best PR ever by agreeing to be the prize in this nationwide contest to promote SocialNet's symmetrical matching techology. Men from across the country entered by joining SocialNet, and if their profile matched Liz's, they had a chance to win a date with her.

1,700 men from across the U.S. tossed their profiles into the competition. Twelve were selected as semifinalists, and SocialNet members and guests voted for the top four (one from each of four time zones). Liz then flew to Baltimore, New Orleans, and Boise before winding up her U.S. tour with a date in San Francisco.

The "senior manager as celebrity" caught the public's imagination, and we had huge media pickup on the promotion. Variety, Salon.com, Good Morning America, Inside Edition, Extra, BBC radio, and local television and radio stations nationwide scrambled to schedule interviews and feature segments on Liz's quest for romance.

Site traffic increased, brand awareness was built, and membership took considerable leaps with the flurry of publicity.

I owned the project, including:

conceptualized the promotion
advocated for it as a way to accomplish specific marketing objectives (increase site traffic, increase membership, build brand)
implemented each phase of the campaign
wrote all the PR copy and press releases
got the early web coverage through personal media contacts
administered the smooth functioning of the contest internally

Summary

Web Publishing

Marketing campaigns and concepts

Print Publishing

Screenwriting

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