Our Lee team, as part of the Lee National Denim Day campaign, sent out our first new media news release (a.k.a, social media release). The subject was a PSA we produced with the cast of The Office.
Our effort was inspired by Chris Heuer and Todd Defren, which I blogged about here. This was a perfect use of the social media release because of the viral nature of the video component.
For reasons I won't discuss, we were not able to post the PSA directly to YouTube (although someone who saw the release already has), nor could we "Revver-ize" it and use it as a fund-raising tool for EIF's Women's Cancer Programs. But it's our first real social-media effort for a campaign of this scale, so baby-steps are ok.
Nice job team.
technorati tags: cancer, breastcancer, eif, lee, denim, denimday, theoffice, hrelease

Very cool. I hope you'll write a follow-up post in a few weeks, about the results of this effort.
Posted by: Todd Defren | September 09, 2006 at 02:25 PM