Clients: Playboy and Facebook

Description: Taking talent to another level, Playboy worked with Facebook to find the Most Social person online through a monthly contest where contestants' friends have the voting power. Votes were augmented by algorithms involving stickiness drivers such as number of fans, posts, votes, and media. Every month a new Miss Social was crowned, with rewards like private parties at the Playboy Mansion, photo shoots, marketing, even becoming a character in a video game.

Role: Co-led strategy, hands-on creative and experience lead.