Viral Marketing Group C

The Best Job in the World.

Viral Marketing Campaign

Group CEtienne BismutRaquel DefilloPatricia Isabel De ObesoAntonio Lo PiccoloNadia Perez RojasAntonio Pedro TaranaAditya Vikram GuptaSergejs Vohrins

Digital MarketingIE Business School – MIM

1. The Campaign

2. Objectives

3. Virality

4. Risks

5. Results of the Campaign

6. Key Success Factors

7. Recommended Improvements

“The best job in the world”

Island caretaker – Hamilton Island

Salary $ 150,000

6 months 12 hrs per month

Multi-million dollar villa

Tasks like feeding seaturtles and snorkeling

Reporting through blogs, photos and videos

Promotional video

Website

Low profile newspaper ads

Create a brand for the Whitsunday islands

Boost tourism

Virality

Unexpected

New Trend

s

Queensland character

& spirit

Photo Icons with motives

Too good to be true

Lose control of content

SCAM

34,684 applicants from over 200 countries

Traffic to Tourism Queensland website rocketed (47.5 million page views during the application period)

Estimated free publicity above $100 million. Campaign budget was $1.7 million

Free publicity came from:

Some candidates created media coverage in their countries

In Google: 52.5 million listings, more than 231,000 blogs, 43,600 news story listings and over 27000 videos.

Over 500 Facebook groups

Over 70,000 videos watched on Youtube

Virtuous cycle

Great name for the campaign

Amazing work conditions

Perfect timing

Ease of application

Interactive process

Well designed website with attractive images and information

Incredibly effective social media campaign

Key success factors

Recommended Improvements

Languages

Technical structure

Thank You!

“Globally, the campaign’s phenomenal success is mostly due to the spontaneous viral marketing that blitzed the Internet when the idea of the best job fired up the imagination

of people around the world”