The Martin Agency held a contest in 2011 asking teams to create spreadable content – the winner would be the team whose idea spread the most in four weeks. My friend Kevin and I teamed up to create the $5 Friendship Stimulus. We gave away our $500 production budget in $5 increments to people who sent us cool ideas on what they’d do with $5 and a friend. We seeded it out wherever we could.
We got hundreds of entries, licked a whole lot of stamps and envelopes, and had a really fun time. We got some awesome press, some great social interaction, and won $1,000 to split. So we started with $500, gave it away, and doubled it. Not a bad investment.