Overview - "The Best Job in the World"

Viral Marketing Case Study (SPD4290) -

The Best Job in the World

by Tourism Queensland

in January 2009

The whole campaign has generated a huge amount of publicity with the website having an amazing 2,000 hits per second with over 400,000 unique vistors in the first day and half. The campaign to date has generated over 9,000 applications and 2.3 million visitors to site.

The campaign was first launched overseas, with small strategic ads placed in various nationals, supported by online marketing such as online PR, blogs (twitter), Youtube channel, social media sites such as Facebook, pay per click and natural search.  All marketing activity drives traffic to the website which is simple but seductive.  This campaign is a great example of how viral online marketing can work really well.

Sources from:
http://www.tq.com.au/
SPD4290 Viral Marketing by Wild Group
SPD4290 Online Viral Marketing

Advantage and Disadvantage for "The Best Job in the World" campaign

Viral Marketing Case Study (SPD4290) -

The Best Job in the World

by Tourism Queensland

in January 2009 

Advantage

Success in generating valuable PR and non-paid media coverage & reach a large audience in a cost-effective way

Tourism Queensland (TQ) broke the story via traditional media and then sustained the viral through social networks including YouTube, Twitter, and Facebook. The website for the contest received a million hits the day after it was launched. By the time the campaign was done it had attracted 34,684 applicants from 201 countries and generated over $150 million worth of international publicity (including a BBC documentary), all on a $1.2 million budget.

Disadvantage

Traffic can overload your hosting bandwidth
After campaign announcement, the million hits crashed the site. In 30 hours they had 400,000 new visitors and one million hits on the second day.  TQ brought it back up it was hosted on 10 Web servers, the maximum number of servers possible, to fix the problem.

Source from:
http://www.tq.com.au/
http://en.wikipedia.org/wiki/Viral_marketing
SPD4290 Viral Marketing by Wild Group
SPD4290 Online Viral Marketing

The Best Job in the World

Viral Marketing Case Study (SPD4290) -

The Best Job in the World

by Tourism Queensland
in January 2009

Tourism Queensland's (TQ) was launched a groundbreaking “THE BEST JOB IN THE WORLD” campaign which is an online PR and viral marketing phenomenon that has generated worldwide attention.


Conceived by TQ and its Brisbane-based ad agency, CumminsNitro Brisbane, it was executed in the US and Canada by Quinn & Co. The concept was simple:


Interested candidates would need to post a one-minute video application on TQ’s website explaining why he/she should be chosen as caretaker of Hamilton Island on the Great Barrier Reef. The job would be a six month contract paying AUD$150,000 with a base on Hamilton Island in a rent-free luxury home and the opportunity to explore Queensland and blog about these experiences.


The story broke on 12 January 2009 in the UK with coverage in every daily national newspapers, plus interviews with TQ’s UK regional director on GMTV, BBC News, BBC1, CNN, GMTV, Channel 5 News on day one alone, plus radio interviews on national and local stations.


The selection process would include wildcard voting by the public and an interview in Queensland for the final 16. The final applicant would commence on 1 July 2009.

Source from:

http://www.tq.com.au/
http://en.wikipedia.org/wiki/Viral_marketing
SPD4290 Viral Marketing by Wild Group
SPD4290 Online Viral Marketing