We came up with this T-shirt idea internally. A few customers saw it, loved it, and wanted it.

Instead of doing something pedestrian like selling the shirt or even just giving it away, I developed the idea of having people do some kind of promotional stunt to get a shirt. I built the site, wrote the copy, and promoted the campaign myself.

The campaign generated more than 150 stunts, 9,000 visits to the site, and multiple press hits.

Check out the "Role Models" link to see some of the crazy stuff that got submitted.