Viral media, public relations and a simple question generate media coverage nationwide

A small budget turned into $433,000 of media coverage on more than 263 broadcasts by asking Seattleites what they would do for someone else with $10.

Putting principles into action
If we gave Seattleites $10 bills and asked them what they would do for someone else with the money, what would they do? Who would they help? Seattle Metropolitan Credit Union wanted to find out by putting into action one of the seven “credit union movement” principles, “Giving back to the community is an obligation.” JayRay generated media coverage of the good deed.

Hundreds pay it forward
Hundreds showed up outside the credit union’s downtown branch. Seattle Metropolitan offered people $10 to be videotaped saying what they would do with the $10 to help someone else. The winner, as determined by people voting on the video clips posted on the credit union’s Web site, earned $1,000 to present to the cause they supported.

$10 bills create thrills and local, national media coverage
JayRay and Seattle Metropolitan Credit Union created national buzz for the credit union, with more than six hours of coverage and 263 broadcasts nationwide.

The event was also recognized for outstanding ability in media pitching and media results as "Best Investment, Banking & Financial Services Campaign" by the Bulldog Reporter and received a Communicator Award for outstanding integrated campaign.

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