An unlikely underdog takes home an unprecedented 3 Grand Prix victories--direct, cyber and PR--at the 2009 Cannes Lions Advertising Festival with a single marketing campaign. Read how and discover 6 tips for anyone looking to promote a product or service with social media.
Last year an unlikely underdog stunned the marketing world at the International Cannes Advertising Festival. At the show, a single marketing campaign took home a Grand Prix award in three categories simultaneously--direct, cyber and PR-- something that had never happened before in the 50+ year history of the show. Contrary to what you might expect, the unanimous winner of this unprecedented victory was not a Fortune50 brand with an advertising budget of millions, but a small Tourism board promoting a little known island off the Great Barrier Reef.
The winning campaign was called the "Best Job in the World" and was essentially a big online job search conducted through social media for a new "caretaker" for Hamilton Island in Queensland, Australia. The brainchild of the Queensland Tourism Board, the 'best job' offered the chance to live on Hamilton Island for six months, charged with simply telling the World Wide Web how much fun he or she is having.
But rather than advertise the campaign just through traditional means, the tourism board asked prospective employees to post one-minute application videos to YouTube, from which the 50 finalists were selected. Done on a comparatively paltry marketing budget of just $1.7 million dollars and reliant on fortuitous PR and word of mouth, the campaign achieved stunning results, including over 34,000 video entries from applicants in 200 countries, and more than 7 million visitors to the site who generated nearly 500,000 votes.
Applicants started Facebook groups in support of their efforts; friends posted links to the videos on the micro-blogging site Twitter; a flurry of resulting visits overwhelmed the campaign"s website, crashing it on multiple occasions. It is estimated that the campaign generated more than $70-million in publicity value, for Queensland Tourism.
Fast Company blogger Rohit Bhargava has identified 6 lessons for anyone trying to promote a product or service through social media:
1. Make it believable. Many marketing groups would never make a claim if they can"t provide substantial evidence. How might Queensland Tourism 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. 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. Focus on content, not traffic. The typical marketing campaign focuses on traffic to some kind of site. For Queensland Tourism, 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. 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. 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. Give your promotion a shelf life. Over the past six months, the winner, Ben from the UK has been blogging and sharing videos and photos. The content is engaging, high quality and inspires you to dream of making it to Queensland yourself. The content will live on far beyond the time span of the campaign.
http://us.hsmglobal.com/notas/56472-innovative-marketing-the-best-job-in-the-world
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