*In 1995, Ben and Jerry’s named a new CEO, Robert Holland Jr., after holding their Yo! I Want to be a CEO! search.
The popular ice cream company, Ben & Jerry’s created a media blitz by holding a CEO search. To kick the campaign off the founders, Cohen and Greenfield appeared at a press conference dressed in Uncle Sam costumed topped with upside down ice cream pints for hats announcing their Yo! I want to be a CEO” contest asking entrants to promote themselves in 100 words or less. They received over 22,000 job applications and tons of free press.
The irony of it all was that according to the Vermonster Ben and Jerry’s actually chose a CEO from a headhunter firm who “participated” in the contest only after being selected. Still the company got lots of much sought-after press, creating a stir AND adding nicely to their sales that year.
Time ‘s Wall Street columnist was impressed at the ice cream maker’s savvy use of the press: “Ben & Jerry’s has long favored publicity stunts over traditional advertising.”
Source: The Vermonster
More great marketing ideas can be found in the Quirky Marketing Calendar ~ How to Use Zany and Non-traditional Holidays to Promote Your Business 365 Days a Year!