New Media ICA 1 Successful Story: Best Job in the world Campaign.
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Transcript of New Media ICA 1 Successful Story: Best Job in the world Campaign.
New Media ICA 1
Successful Story: Best Job in the world Campaign
Background of Campaign•Launched in January 2009 by Tourism Queensland,
Australia
•Its aim embark a global search for a suitable island
caretaker to explore the Islands of the Great Barrier Reef in
Queensland Australia and report back to the world about its
experience.
•The concept was simple: post a one-minute video
application on TQ’s Web site
Type of Media Platform Used
• Social Media Facebook TwitterInteractive WebsiteYoutube
• Traditional MediaPublic Relation
Facebook• Created a Facebook Page which talk about the island and
campaign
• Aim was to let the fans on facebook to refer their friends to
the website
• Results 378,735 facebook referrals in 12 months and a 67%
increase in TQ Facebook fans 2,356 (Jan) to 7,196 (Jun).
Twitter• One of the social media platform used was Twitter.
• created the twitter account to let their audience follow their
tweet and thus from there proceed on to their main website.
• Result there was a 93% increase in TQ Twitter followers 335
(Feb) to 5,302 (Jun) along with 24,782 Twitter referrals to
islandreefjob.com.
Youtube
• Beginning aim to upload a video to Youtube and explain why
he/she is fit for the job
• They used Youtube to advertise about the recruitment of the
job and the island
• 610 hours of user generated content on
islandreefjob.com/Youtube following application process.
Interactive Website• Aim for the campaign bring in 400,000 people into the
website within 1 year of the campaign
• Result 3 billion people via islandreefjob.com and 8,465, 280
website visits.
• The number of page views for the website was 55,002,415
with people spending about an average of 8 minutes on the
website.
Reasons why they were successful
• Campaign attracted over 34,000 applications from Azerbaijan
to Zimbabwe
• Within 48 hours of having the campaign launched on the
internet and the social networking sites like Facebook and
Twitter, there were already more than 7,500 online
applications for the job.
Reasons why they were successful
• Its official launch of the advertisement more than 200,000
people logged on to the site in the 1st weekend alone
• Received global news coverage from variety of news media
companies like CNN, BBC, Time Magazine and Private Eye
• Picked up the top awards at Cannes Lions and became the
first ever campaign to win 3 Grand Prixs (Cyber, PR and
Direct).
Reasons why they were successful• The campaign itself won two Platinum awards and a Best of
Show for best worldwide PR campaign of the year at the 2010
HSMAI Adrian Awards.
• more than $106 million worth of ad value for worldwide
publicity
• 647 million media impressions in the U.S. and Canada alone.
Conclusion• The initial campaign aim were set low did not
expect many media impression on the recruitment
• Thought of using social media due to lack of
budget funds
• They have won many awards and show outstanding
result from the campaign