In 2010, JESS3 created a plugin for Firefox, Chrome, and other browsers that essentially allowed you to delete your ex from the internet. By entering the ex's first and last names and various social media handles, it would filter any mention of him or her from entering your browser. As soon as JESS3 released the plugin our PR team began pitching and promoting it to bloggers and news outlets.
Almost immediately we secured a hit on "CNN":http://edition.cnn.com/2010/TECH/social.media/07/07/netiquette.online.breakups. The plugin was covered on woman's blog "Jezebel":http://jezebel.com/5582440/god-your-ex-and-other-people-you-can-block-on-the-internet and "MSNBC":http://www.msnbc.msn.com/id/38156309/ns/technology_and_science-tech_and_gadgets/. We reached out to dozens of tech blogs that covered the social media dating scene. First "Motherboard":http://www.motherboard.tv/2010/7/12/eternal-sunshine-of-the-spotless-internet--2 covered it, and that hit led to further placements on "Gizmodo":http://gizmodo.com/#!5585741/delete-your-ex-from-the-internet (a tech blog with millions of daily readers) and "Slashdot":http://idle.slashdot.org/story/10/07/13/1228242/Eternal-Sunshine-of-the-Spotless-Internet (one of the oldest and most influential tech websites with hundreds of thousands of daily readers).
Soon, JESS3 was fielding interviews with major news outlets. The New York Daily News "covered the plugin":http://articles.nydailynews.com/2010-07-18/entertainment/27070262_1_social-networking-deletes-blocker and so did the "Globe and Mail":http://www.theglobeandmail.com/life/family-and-relationships/how-to-erase-your-ex-from-the-internet/article1641586/, "Seattle Weekly":http://blogs.seattleweekly.com/dailyweekly/2010/07/today_in_sex_if_an_ex_falls_in.php and "AOL's Popcrunch":http://www.popcrunch.com/ex-blocker-plugin-remove-your-ex-from-the-planet-or-at-least-the-internet. Within a week, JESS3's COO was fielding multiple interviews on major television news programs and the plugin was even mention on Jimmy Fallon's show.
As is usual with JESS3 PR projects, we received too many hits to fit concisely in a case study, but we saved most of the hits on delicious, so "check them out yourself":http://www.delicious.com/jess3/JESS3_EX_BLOCKER . Within a month, several million people had read or heard about the plugin and thousands of people downloaded it.