Who Do You Know is a fun promotion that gets celebrities to call a radio show! And listeners do most of the work.
This promotion can be a great campaign, but it also has a high failure risk, as will be clear when reading through the concept.
It’s based on the Six Degrees Of Separation theory. That’s the idea that every human being is connected to every other human being in six or fewer steps. It’s sometimes called The Six Degrees Of Kevin Bacon or The Kevin Bacon Game. Try it on the air sometime. It works for Kevin and virtually every other celebrity.