Josh Levine This is Me

Education

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1. 1. IceBreaker, Inc. - Executive Team

   www.icebreakersoftware.com/exe - [Cached]

   Published on: 5/17/2008   Last Visited: 5/17/2008

   VP, Marketing: Josh Levine has thirteen years experience in consumer marketing and business development and an MBA in Marketing.A five year Microsoft veteran, Josh worked in business development for Microsoft.com, ran the Windows Vista web team for the Windows Product Marketing Group, and built training programs for marketers at Microsoft in conjunction with the Kellogg Graduate School of Management.Josh also worked in business development for Disney and has experience launching new products for small and mid-size companies.

2. 2. www.icebreakersoftware.com

   www.icebreakersoftware.com/pre - [Cached]

   Published on: 5/17/2008   Last Visited: 5/17/2008

   Joshua Levine, vice president of marketing at IceBreaker, is promising "a new immersive brand experience that goes beyond text and banner ads."Launching at ad:tech this week, this "Golden Ticket" is a branded profile that is folded into the queue of member profiles.It looks just like a Crush or Flush opportunity, and in fact it uses the same mechanism.A user comes upon perhaps one or two of these images as she rifles through a stack of prospects that she has filtered by age, gender and geography.She can "Flush" it and move on to the next human profile or decide to "Crush" it and explore a subsequent call to action page that might offer a ringtone, click to call, coupon, or any other marketing proposition.
   ...
   Levine says the company is selling placement that is exclusive by category, so auto, mobile content, etc. will have full share of voice in this environment.Users only will see one ad per category in a session, which on average is about 100 profiles.And because IceBreaker has full profiles and personal preference tags associated with every member, it can target ads to user by age, gender, geography, zip code and stated interests.
   
   In a test of the Golden Ticket model over Valentine's Day, Levine says, "we found that 82% of members chose to ,crush' the brand."

3. 3. pc.crushorflush.com

   pc.crushorflush.com/press_dtns - [Cached]

   Published on: 5/15/2007   Last Visited: 4/30/2008

   According to Josh Levine, director of marketing for developer IceBreaker, the most popular tags are "movies," "Being awesome" and "Booty Shaking."Yup, Crush is favored by the 18- to 24-year-old demo.But like a lot of mobile-only brands, it is taking off very quickly via viral distribution.In its first 90 days, Crush or Flush signed up 100,000 members; when I spoke to Levine a couple of weeks ago, the total was nearing 150,000.
   ...
   While Icebreaker has used various forms of Web and mobile advertising, Levine says that much of the distribution is coming virally and because of the application's very shallow learning curve.It all comes down to three key press choices: 1 , crush, 2 , flush, 3 , tell a friend.Actually part of the genius of the viral element here is that it lets you play matchmaker and pass profiles on to others.
   
   Levine says that the average session length is 20 minutes and the system has generated million of votes thus far, with thousands of mutual crushes.Offering users such a brain-simple, binary choice seems to be essential to the service's success.
   
   The challenge for marketing and advertising will be how to slip into a content well like this.Levine and company are pondering this now."People are tired of banner ad nonsense," says Levine.