Mailing program lands a Fortune of interest
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When Fortune Magazine made LinkedIn its April 2010 cover story, LinkedIn asked Slack and Company to get it to corporate recruiters, generating demand in a key growth market for its paid solutions. Our response was to create a mailer with copies of Fortune’s April issue and six reprints of the article (plus an offer of dinner with LinkedIn executives); a microsite with video featuring comedian John Moschitta, Jr., reading the entire Fortune article; emails targeted to corporate recruiters; and a downloadable PDF of the article.

The campaign launched in July 2010. Within three months, LinkedIn had closed new business amounting to over $250,000.