The girls beat the guys again last night in Richard Branson's Rebel Billionaire reality TV show targeted at American entrepreneurs and extreme adventurers. The 28 year-old model from Los Angeles, Erica, led the win by agreeing to marry herself off to a suitor selected by her fellow teammates / competitors.

Branson's challenge on this week's FOX network show:

You have 36 hours to create a publicity stunt that serves to promote a business of your choice.

Branson said:

I think having fun in life is, in part, Virgin's way of doing things. We like our staff to have a laugh and a smile, and having the public having a laugh and having a smile.

The next challenge: Publicity.

Switch the clock back twenty years when Virgin Atlantic was starting. We were up against British Airways, TWA, Pan Am -- big airlines.

We had a tiny little budget. And we had to think of ways of getting free publicity. We couldn't afford to take full page adverts.

The challenge of a good publicity stunt or promotion is to make sure that your product or your ideas end up on the front page and not the back.

The key is to do it with panache, do it with style. But make sure that what you're actually promoting has substance, as well.

So the challenge is... We're going to have a girls team and we're going to have a guys team. And we want you to decide a company to try to get publicity for.

You'll have thirty-six hours.

The guys came up with an interesting idea surrounding Shawn Nelson's actual company called The LoveSac, but they failed to generate any press at all.

Shawn said, in preparation, "As annoying as my style might be, I ask that you work with me."

Initially, Shawn suggested that they create a bonfire out of as many couches as possible.

Meanwhile, little did they know that the women were brewing up an "Underwear Revolution" whereby they would create the world's largest G-String bonfire. Sarah, the CEO of Spanx, a panty hose company in Atlanta, Georgia, came up with the idea, but it quickly fizzled after Candida suggested that they have two complete strangers agree to be married, one of whom would be Erica.

Shawn with Participants in His Team's Publicity Stunt

The men decided their publicity stunt would be a "Love Match" between a group of Jewish soccer players and local Muslim Palestinians refereed by celebrities.

Early in the show, Shawn said, with this idea "David Beckham might even come."

Steve went as far as to contact his huge Roladex of friends including President George Bush's daughter, Barbara, with whom he was a classmate at Yale.

Steve said, "I never think small." His hope was to get President Bush to serve as the referee of the match.

While it was edited out of the show, Steve was also on the phone with tennis star Greg Rusedski, the manager for David Beckham, Michael Owen, Madonna, and the owner of the Chelsea football club. Ultimately, his powerful contact list did not pan out.

Unfortunately, all of Steve, Shawn, Michael and Gabriel's efforts were to no avail.

At showtime, a couple of Arab and Jewish guys showed up to play, thanks to Kareem, the owner of the London Internet Cafe where the guys spent the afternoon planning their stunt. Three guys, including Kareem, came to play after being recruited on a Sunday. Despite the rain, despite the fact that they had no audience, and despite the fact they had no celebrity to attract the press to their event, the show went on. The guys played soccer including Shawn, Steve, Michael and Gabriel.

However, because no press was attracted to the event, Shawn, Michael Zindell, Steve Berke and Gabriel Baldinucci had little reason for Branson to sing their praises.

Since Shawn was the leader of the guy's team he was forced to enter into the elimination challenge with one of his teammates. Shawn selected Michael, the previous survivor of the African-wild overnight solo camp-out which sadly led to Jermaine Jamison going home.

Erica's Wedding: An Event with More Press Than Suitors

The women ultimately chose to create a company using the 28 year-old model named Erica Vilardi as the basis of their company.

Their publicity stunt was pulled off despite a rainy day and virtually no audience except the press.

The women created a website called "MarryErica.com" It included photos of Erica along with the following prompt:

They touted the stunt as a bet between old high school friends from ten years ago.

Their bet: To meet back in England in ten years and find a husband for Erica in 24 hours, if she was not already married within those ten years.

Miraculously, Candida Tolentino found a wedding dressmaker willing to donate a wedding dress, tiara and shoes to their doorstep.

Heather Maclean, Nicole Harvat and Sarah Blakely found a groom thirty seconds before the 12:30 deadline.

Erica agreed to wed a young, attractive red-headed British chap named James after all five women were successful in lining up local London press to cover the stunt.

Heather, Nicole and Sarah, dressed in sexy black dresses, served as Erica and James' bridesmaids.

Wouldn't you know it too that the skies cleared, just in time.

Wearing pink hightops and her sponsors' attire, Erica met James for the first time -- seconds before their wedding ceremony.

However, it was never clear how legitimate the man in the suit who married them actually was.

"Nice to meet you," James said to Erica as he approached the make-shift alter in the park. Smiling brightly, the blushing bride said, "Nice to meet you too."

After the couple promised to be honest and faithful to one another, they were announced husband and wife...Mr. and Mrs. Stubbings.

While the twenty or so press people present challenged Erica's motives, her wedding was written up in the icSouthLondon Press, proving she and her teammates actually did get publicity.

In this story, the bride was referred to as the "gorgeous" Erica Bluewater.

To read the story written by Jon Ryder and Rachel Eaton, go to:

Branson did not show up for either publicity stunt.

The following day, he came to the gorgeous "rugged elegant" Holland Park mansion, where the two teams were staying, to declare a winner.

Branson said:

Twenty hours. Not an easy task that was.

The basic idea between the Palestinian-Israeli football match, personally, I thought was an excellent one. You have to be a bit careful putting together a good cause like that with the promotion of a company.

The girls' idea of promoting Erica had slightly less substance. Nothing personal Erica.

But it was a really good, fun idea.

So, the question is: Which one got the press out.

The girls got an enormous turn out.

And so, on this particular round, the girls have managed to win.

After Branson, made his call he told the audience, "It was a fun hoax to promote Erica. I take my hat off to people who can have a bit of fun occassionally and not take themselves so seriously. What was actually incredible was that the girls managed to get so many television photographers and press to turn up, at all. It was pretty remarkable."

As a result of the girls' success and the guy's defeat Shawn was asked to select a challenger to join him on the "chopping block". He chose Michael.

Together, Shawn and Michael joined Branson in his Aquada vehicle for a ride and a chat.

Shawn told Richard, "Honestly, Mike is probably the best team player I worked with, but not the best leader I've worked with. I feel like I can be a stronger leader. I feel like I can manage a group better -- even in an intense situation."

Shawn & Mike's Elimination Challenge

Shawn & Mike's elimination challenge required delivering a pitch using 12 letters or less while repelling down London's tallest building (700 feet) at One Canada Square -- in ninety seconds.

Branson said, "I'm giving you one more chance to spell out a real message."

He instructed the two gentlemen to come up with a good slogan for their failed publicity stunt. Each guy was given all the letters of the alphabet in the form of inidividual flags. They were invited to choose twelve or fewer letters to spell out their slogan.

This week, unlike last week's "in the buff" stunt, Branson led the way down the 700 foot drop.

Shawn yelled "Billionaire dangling from the building," as Branson made his way down while office workers watched from inside. "It's getting windy," Branson said.

Coming up with a slogan became less of a challenge than putting it in place and successfully getting to the bottom of the building in ninety seconds.

Neither of the guys had done a rappel at this height before.

Had I been on that rappel, I would have bolted down as fast as I could. Given the wind, it would have been a lot easier and more visible to have my slogan seen at a height people on the street could see. From ten feet above the ground the flags would also have been a bit easier to attach to the rope.

Unfortunately, for the guys, the wind made it impossible for their slogan to be seen. And impossible for them to get down in the alloted time.

"Chix Love Sak" was Shawn's slogan.

Mike's slogan: "Buy D Love Sak."

Neither Shawn nor Mike were clear winners in the elimination challenge, although Branson seemed to favor "Chix Love Sak." Ugh!

On the tarmac it became clear who was invited by Branson to stay and who was asked to go home.

Branson welcomed the other contestants aboard the Virgin Atlantic plane.

Shawn and Mike were then approached by Branson with two tickets.

Steve called it a 50/50 chance for either guy. He thought there was a chance that Mike could take out Shawn. Erica put her money on Shawn while Heather had faith that Mike would be staying.

Branson said, "Welcome again to both of you to the tarmac."

"Unfortunately for one, this is your last time here," he said. "But for the other, yes another, second chance."

Branson went on to say:

You both took on the 700 foot rappel challenge with a tremendous sense of fun and adventure, so I commend you both for completing the physical part of the journey.

But let's look back.

Shawn, it was a big personal risk to assume the leadership role for The Publicity Challenge. Publicity efforts are never assured of coverage, and you learned the hard way, the other day. You know I hold leaders to a higher standard. A lot falls on your shoulders for that failure.

Michael, you're a good team player to promote Shawn's company during the repel. In fact, I liked both of your slogan attempts.

Michael, your effort got the job done. It was straight to the point.

Shawn, you took a little more risk with your slogan. It was creative. And sometimes taking a risk works with publicity.

Then, as announced every week near the end of the show, Branson said:

Unfortunately, our time is short.

The plane is leaving.

And a decision must now be made.

For the one who leaves today, I hope you leave without regrets, and take with you the best from this adventure.

Good luck.

Branson handed Shawn and Mike each a ticket and then the music tension increased until we learned who would be joining the rest of the crew.

Would it be Michael, the Wall Street strategist from New York City?

Or the CEO of LoveSac Corporation from Salt Lake City, Utah?

"This is the moment of truth," Nicole said as she waited with the others for Branson to pop open a bottle of bubbly before taking off on their next adventure. "Who is going to stay and who is going to go?"

As Shawn walked through the doorway and into the cabin, Richard said, "You can't get rid of him."

Branson said, "We are looking for an absolutely outstanding individual in a whole lot of areas."

Sorry Shawn, but I was a bit surprised to not see Michael get a second chance.

Where Jessica was "the fall guy" last week, this week, you were the "leader" who did not come through for your team.

However, lucky for you, Branson sees more of a leader in you to run his company than in Michael.

A questionable judgement call; however, a great one for discussion in business school and public relations classes around the country.

Every leadership training program would find Mr. Branson's antics worthy of discussion.

Call it "Richard Branson's Virgin Business School In Flight Training."

Sir Branson could write a book using his "class" as case studies. His class could each write a chapter regarding what they learned from their Rebel Billionaire adventures. And Branson could give us all better insight as to how he made his decisions along the way, certainly in a more thoughtful way which is difficult to capture at the tail end of an hour television show.

It would also make a great publicity stunt" for Virgin. I know I would read it.

I would also sell it in The Rugged Elegance World Marketplace.

Toasting to Michael, Branson announced the last eight contestants' next adventure.

Frankly, my favorite snapshots of the show were not the windy reppel or the "Love Match" or Erica's wedding. My two favorite shots:

1) At the moment in the park when the guys nail down the direction of their publicity stunt and Steve whirls around completely pumped up about it. (Whether you like the guy or not that kind of enthusiasm is infectious and good for "inspirational' tv.); and

2) During the Muslim vs. Jews soccer match after Shawn makes a goal and prances toward his teammates to high-five them. Gotta love it!

On Tuesday, December 14th tune into FOX to watch Branson's "Quest for The Best" in Morocco. Blackhawk helicopters are used to find Branson as part of the challenge. Will Erica or Nicole be the next to leave?

Bunim/Murray Productions, Richard Branson, and Erica, Nicole, Heather, Sarah, Steve, Gabriel, and Shawn only know.

For details on all the contestants, previous episodes, a photo of Branson's rappel down the building, and the guys on the water in the Aquada car, go to:

Inspire & Be Inspired (R).

Here's to healthy, adventuresome, soulful, and "hanging on by a thread" living!

~ Jennifer Carolyn King

Richard Branson Celebrates Virgin's 20th By Crossing The English Channel in His Aquada