“Hit the jackpot” and “They did *WHAT*?”

Posted: September 28th, 2009 | Filed under: awesome, fail, social media | Tags: fail example, online campaigns, sucess example, viral videos |

Here’s a look at two different online campaigns – both done by official tourism boards. While their goals are the same – to grow awareness and bring more visitors, the different approaches they’ve taken can best be described as “hit the jackpot” and “they did *what*?”

Let’s start with the “hit the jackpot” campaign. Tourism Queensland came up with the concept of “The best job in the world” contest. Interested candidates can submit a video job application for a chance at living and working amongst the islands of the Great Barrier Reef for six months.

From the initial Youtube video to the dedicated website, Tourism Queensland cleverly tied “The best job in the world” contest to visiting the most beautiful islands and beaches Queensland has to offer. The visuals on the video and site were stunning, and it effortlessly inspired people to give the job contest a shot. Within two months after the campaign launch (Dec 2008), there were four million hits on the site and 2000 60-second video applications were received for the job. On May 2009, the winner of the contest got the jealousy of the whole world on his shoulder and was given the job offer, picked from a pool of 34,000 candidates.

The campaign was well thought-out, extremely viral (who didn’t fantasize for at least for a brief moment of taking that job?) and relevant to the goal – grow awareness and attract more visitors.

Let’s move to the “They did *What*?” example. First, there was the video. In this Youtube video, there is a Danish woman holding a baby boy, emotionally talking about her search for the baby daddy, because, well, she got drunk, had a one-night-stand and now voilà – a baby and no daddy. She wants to find the baby daddy and she needs your help. Naturally, people were concerned and wanted to help, the woman’s contact info was posted along the Youtube video.

After the video has gone viral and attracted several million views, the viewers find out, horror of all horrors, this was a video made by Denmark’s Tourism board whose goal “was solely to bring about a positive awareness of Denmark“. Not only were people angry that they’ve been tricked, the video essentially portrayed Danish women as promiscuous and that Denmark has little respect towards single-mothers. FAIL!

Two campaigns, two viral videos, same goals and yet, night and day in results.