Strategies
- Devised a $20,000 scholarship competition focusing on the health benefits of tea with celebrity spokespersons
- First Year – American Idol Finalist and actor, Justin Guarini
- Second Year – Celebrity Megyn Price, of the CBS hit series Rules of Engagement
- Third Year – Olympic Gold Medalist, ABC Dancing with Stars contestant Misty May Treanor
- Leveraged celebrity relationships and pop culture appeal and used social media to drive awareness and entries
Results
- National CBS Early Show segments, The Associated Press, United Press International, generating more than 1700 video submissions and 1 billion impressions