Dive Brief:

• Jordan Zimmerman, founder of Zimmerman Advertising, has launched a bold "Meet with Zimmerman" contest to help promote his new book, "Leading Fearlessly." 
• The social media contest encourages professionals to tweet why they want to meet with him, using the hashtag #leadingfearlessly. 
• Zimmerman explains the meet-and-greet prize — which includes a paid trip to Florida — in the video below.

Dive Insight:

Zimmerman is certainly living up to his book title, though the campaign could be interpreted by many as arrogant. The truth, however, is that it works. The advertiser is getting plenty of attention for his book with this stunt. Whether it's ultimately the kind of attention he wants is another matter entirely.