viral marketing group c
DESCRIPTION
Group C analysis of the viral marketing campaign "The best job in the world": description, objectives, key success factors, resultsTRANSCRIPT
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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
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1. The Campaign
2. Objectives
3. Virality
4. Risks
5. Results of the Campaign
6. Key Success Factors
7. Recommended Improvements
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“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
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Create a brand for the Whitsunday islands
Boost tourism
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Virality
Unexpected
New Trend
s
Queensland character
& spirit
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Photo Icons with motives
Too good to be true
Lose control of content
SCAM
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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
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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
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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
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Recommended Improvements
Languages
Technical structure
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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”
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