I got Red Lobster some earned media without necessarily trying.
In February 2016, Beyoncé released a song called "Formation," wherein she sang the lyrics: "If my boy fuck me good, I take his ass to Red Lobster." Restaurant sales spiked, and the brand tried many different tactics in an attempt to capitalize on the free publicity.
I wrote a "Man Seeking Woman" ad and posted it on craigslist, in hopes I would find a woman willing to go to Red Lobster with me for a social media photo opp. (That way, my followers would think I was good at sex!)
Adweek thought it just might be a guerilla marketing tactic.
I got this T-shirt out of it.
And more than 50 responses through craigslist.