8 lessons from Best Job In The World campaign

Posted on July 14, 2009 
Filed Under Social Media

Rohit Bhargava posted his view on the viral social media campaign by Tourism Queensland for an AUD$150,000 dream job as an island caretaker that was eventually won by Ben Southall:

6 Lessons From the Best Marketing Campaign Ever (edited the sub-heads)

1. MAKE IT BELIEVABLE. Many marketing groups would never make a claim if they can’t provide substantial evidence. How might Tourism Queensland prove that their job is the best in the world? They can’t. But it is believable because it is a beautiful place and fits what many people’s definition of a dream job might be.

2. TELL A GOOD STORY: It’s not about how much you spend. One of the major benefits of smart public relations and social media is that it scales in a way that advertising typically doesn’t. In other words, you don’t have to pay more to get more. The real trick is to have something worthwhile to say that people can’t help talking about. You need a good story.

3. USE YOUTUBE, IT’S FREE: Focus on content, not traffic. The typical marketing campaign focuses on traffic to some kind of site. For Tourism Queensland, the biggest payoff of this campaign was having over 34,000 videos on YouTube from people around the world talking about how much they love Queensland. Aggregate the views of all those videos, and multiply them over the long term and you’ll start to understand the true impact of their campaign.

4. EMPOWER USERS TO SHARE AND VOTE: Create an inherent reason for people to share. Another element of this campaign that worked extremely well was the fact that there was voting enabled on the videos. What this meant was that after someone submitted their video, they had an incentive to share it with everyone in their social network online to try and get more votes.

5. USE THE INFLUENCERS: Don’t underestimate the power of content creators. Most recent statistics point to some number between 1% and 10% of the user base of any social network are the active content creators. Though these percentages may seem small, the potential impact of some of these individuals are vast online. It could easily become the secret weapon for your next marketing campaign.

6. LEAVE IT ONLINE, RIDE THE WAVE: Give your promotion a shelf life. The best thing about this campaign may just be the content yet to come. Ben, the winner, just started blogging and sharing videos and photos, but the content is already engaging, high quality and inspires you to dream of making it to Queensland yourself. Over the next six months, his itinerary will take him across the state of Queensland and unlock many other unique opportunities. Best of all, this content will live on far beyond the time span of the campaign.

I added two more of my own:
7. DON’T FAKE IT: Tourism Queensland almost derailed its own campaign when it posted a fake video resume of a woman named “Tegan” getting a reef tattoo in order to win the job. The woman was a staff of the advertising agency linked to the authority, and even the tattoo was a transfer.

8. MAKE SURE SERVER IS UP TO MARK: The overwhelming number of applications slowed down the server leaving many left out in the cold.

CumminsNitro Brisbane won the Grand Prix at the International Cannes Advertising Festival for the campaign.


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