Corporate Eye

Do You Know the Hardest Working Person in America?

Mitchum dubs itself as the hardest working anti-perspirant in America, and in an effort to extend that brand promise, the company behind the brand is turning to a clever new social media marketing campaign.

In Mitchum’s new “Are You the Hardest Working Person in America?” campaign, consumers are invited to enter to win $100,000 and the opportunity to have a film made about them by legendary filmmaker Albert Maysles.  To enter, consumers simply have to upload a video to Mitchum’s YouTube channel of themselves telling the story of why they are the hardest working person in America.

Now, here is the clever part of this social media marketing campaign that many large businesses would be too scared to allow.  Contestants in Mitchum’s contest are encouraged to spread the word about the contest and actively try to get votes for their entry videos across the social Web.  In effect, Mitchum is giving up control of the online conversation and letting it spread far and wide at the hands of consumers, but the company is doing it in a clever way by asking consumers to promote themselves.

You see, Mitchum will be indirectly promoted as people talk about their videos and ask friends and family to watch their videos, share them, and vote for them.  Conversations across the social Web will undoubtedly center around the content of the videos, not Mitchum.  However, each conversation gives Mitchum indirect marketing exposure that spreads far and wide.  You can’t buy that kind of exposure!

You can check one of the commercials hyping the Mitchum “Are You the Hardest Working Person in America?” campaign below.  Not only are the commercial and the campaign entertaining, but they are also inspirational.  Bottom-line, this is simply a great effort by Mitchum to leverage social media to build its brand and business.

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.