Thrillist was (and is) an exciting new media company, serving up daily and weekly emails to a target audience of young men in 20+ cities. But it was founded on email and web was kind of an afterthought, and it was struggling with how to develop new products for sponsors (and even how to get traditional sponsorship working better). So Ben and I tried a novel approach: Let's bring in a guy with content chops and put him on the sales team. It was crazy and unstable and never boring. I developed a proposition: "Thrillist Moves Men" that captured our unique selling proposition, and helped the team learn to create content that could serve an advertiser's needs without violating church and state principles—about finding an intersection set of values rather than a "compromise we could live with." And we did just that, spinning millions in new business from the likes of Mastercard, Jack Daniels, and Microsoft Outlook.
Snapshot: Best Day of Your LIfe
We created an awesome day, across 20 cities, where we encouraged our audience to take a personal day from work and explore the very best their city had to offer, as determined by our city editors and local voting. From cronuts at dawn to rooftop drinks at sunset, from Denver to Detroit to Miami to L.A., Thrillist's audiences took to the streets. In New York, we brought sponsor Sony along for the ride, including showcasing their newest bigscreen TV at a special venue. This video captures the spirit.