I accidentally got Red Lobster some earned media.
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" Craigslist ad on the topic (while bored and watching TV one Sunday evening), searching for a date to the seafood restaurant.
Adweek thought it might be a guerilla marketing tactic.
I got a T-shirt out of it. And more than 50 responses to the ad itself. And I did end up going to Red Lobster.