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Viral Marketing Group C

Group C analysis of the viral marketing campaign "The best job in the world": description, objectives, key success factors, results

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Viral Marketing Group C

  1. 1. The Best Job in the World . Viral Marketing Campaign Group C Etienne Bismut Raquel Defillo Patricia Isabel De Obeso Antonio Lo Piccolo Nadia Perez Rojas Antonio Pedro Tarana Aditya Vikram Gupta Digital Marketing Sergejs Vohrins IE Business School – MIM
  2. 2. 1. The Campaign 2. Objectives 3. Virality 4. Risks 5. Results of the Campaign 6. Key Success Factors 7. Recommended Improvements
  3. 3.  “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
  4. 4.  Boost tourism  Create a brand for the Whitsunday islands
  5. 5. New Trends Unexpected Queensland character & spirit
  6. 6. Photo Icons with motives  Too good to be true  Lose control of content
  7. 7.  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
  8. 8. 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
  9. 9. Key success factors  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
  10. 10. Languages Technical structure
  11. 11. “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” Thank You!

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Group C analysis of the viral marketing campaign "The best job in the world": description, objectives, key success factors, results

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