Last summer I met an Australian entrepreneur with a big idea – create an online way for people to find out why a date or new relationship that seemed so promising…vanished. Audrey Melnik developed her concept into a web app called Wot Went Wrong and tapped me for its media launch. Right from the start, I sensed the project had runaway media potential – to plug into that zeitgeisty ‘sweet spot’ – a way to finally answer the timeless question of “Why didn’t he call?” that the media would love to write about.
As I researched the dating apps that received the most coverage during 2011 to pinpoint my top targets list, I saw a pattern around which I could craft the perfect narrative. The coverage was completely lopsided: There were a ton of dating apps – every month a new one would receive heaps of splashy coverage in the biggest tech & social media blogs – but almost no breakup apps. I knew that was my hook – and even created a Delicious stack for my pitch to build out this premise.
Our success exceeded my expectations. Coverage in outlets like The Huffington Post, All Things D, The Wall Street Journal, ABC News, CNN, Yahoo! Shine, A.P., Reuters, CNET, Jezebel, Glamour, Forbes, FastCompany, The Atlantic Wire, Read Write Web, Thrillest, UrbanDaddy and YourTango took our cumulative audience impressions past 400 million in only six weeks. The project didn’t include broadcast outreach, but that didn’t stop TV & radio news outlets in L.A., Chicago, Dallas and Phoenix and cable networks in Canada from seeking us out and interviewing Audrey on air.
Then, we went global. With absolutely no outreach to foreign markets, we received coverage in the U.K., Australia, New Zealand, Brazil, Japan, China, Hong Kong, India, France, Belgium, Italy, Spain, Ireland, the Netherlands, Croatia, Slovenia and Mexico.
I’m excited about Wot Went Wrong following me to The Cline Group for PR - and adding social media management to the mix. Next stop….[stay tuned]