Third Song Posted for United Breaks Guitars
After a year- long battle with United Airlines and the release of the now infamous United Breaks Guitars viral video, Dave Carroll has released his third and final song in the trilogy, as promised to United Airlines in response to their poor customer service and refusal to compensate him for breaking his guitar. United Breaks Guitars first made the rounds of the Internet last summer, boosted by the catchy tune and humorous video which popped-up on news programs around the world. Companies beware, social media works and United Breaks Guitars is a prime example.
The first song, released July 6, 2009, has received over 8 million views on YouTube over the past 8 months, with over 25 thousand comments. The second song, uploaded on August 17,2009 is reaching 1 million views, with the third song, just released on March 1, 2010, already enjoying over 64 thousand hits to date – and all for the cost $200 for the first video and about $600 for each of the remaining two! Of course, this pales in comparison to the millions of impressions generated by the songs’ exposure on TV stations such as CBC, CTV, BBC, and CNN ... just to name a few - not to mention a recent interview on THE VIEW.
You can read details on the saga at http://mktgcliks.blogspot.com/2009/11/united-breaks-guitars-reaches-over-6.html with Dave Carroll’s insights on the events posted in the Grand Rants blog at http://grandrants.wordpress.com/2010/03/01/exclusive-dave-carroll-files-a-new-flight-plan/. It would be interesting to know the impact this adventure has had on Dave Carroll’s music career in terms of the amount of music he is now selling, versus before the first upload – comments anyone so we can see the final impact of this social media escapade?
Below you can listen and watch the three United Breaks Guitars songs – enjoy – and thank you Dave Carroll!
United Breaks Guitars – Song 1
http://www.youtube.com/watch?v=5YGc4zOqozo
United Breaks Guitars – Song 2
http://www.youtube.com/watch?v=h-UoERHaSQg
United Breaks Guitars – Song 3
http://www.youtube.com/watch?v=P45E0uGVyeg
Showing posts with label viral videos. Show all posts
Showing posts with label viral videos. Show all posts
Tuesday, March 16, 2010
Tuesday, July 21, 2009
Cadbury GOO ON THE LOOSE Campaign Announces Social Media Winner
As part of their UK new product launch for Cadbury Creme Egg Twisted, a year round version of the Cadbury Creme Egg, Cadbury in the UK just announced the winner of their social media campaign devised to spread the word of their gooey new product and create a buzz in the market. The GOO ON THE LOOSE campaign created by CMW London used traditional media such as TV ads, but also used social media to spread the word in a way not seen before. The social media elements included a microsite created specifically for the promotion, a Facebook fan page, a Twitter account, and the use of YouTube for their viral TV spots. (See examples at http://mktgcliks.blogspot.com/2009/06/cadbury-creme-egg-twisted-social-media.html). The social media campaign ran from mid May to mid July and started with press kits being sent out to bloggers to encourage them to write about the campaign. A challenge was then let loose to young adults over the age of 18 to become super agents in the quest to find the missing Cadbury Creme Egg Twisted bars. The agent who most successfully created a buzz in the market would win the grand prize.
The social media campaign used Twitter to send out clues on the whereabouts of the missing Cadbury Creme Egg Twisted bars, with prospective agents vying to become one of the selected top 10 super agents who would then compete for the grand prize of £20.000. Once the top 10 agents were selected, they were each given a video camera with which to film their quest for the missing Twisted bars. They were challenged to spread the word of their feats and the Cadbury Creme Egg Twisted campaign through social media outlets such as blogs, Twitter, Facebook, Bebo, YouTube, Flikr, and MySpace etc. The winning agent would be selected based on creativity, social networking skills, the lengths gone to spread the word, and finally the buzz created.
Cadbury just announced the name of their top super agent, and winner of the £20.000 grand prize, Dean Stokes, who not only managed to get the Cadbury campaign talked about on the top rated Mashable blog, but also created numerous humorous viral videos of himself uploaded to YouTube. Dean Stokes could be seen gently spoofing the secret agent campaign with police outside Downing Street, at Wimbledon talking in hushed tones outside an Andy Murray match, and in London hotspots such as the London Eye. In total, 2,000 fans followed Dean Stokes on social networking sites and his viral videos received more than 5,000 views of YouTube - an accomplishment for both him and Cadbury. Let’s not forget that another 9 agents were also spreading the word about the Cadbury Creme Egg Twisted GOO ON THE LOSE campaign through social media outlets, making the campaign a measurable success for Cadbury.
Since the announcement of Dean Stokes’ win, the buzz continues to spread through articles and interviews on what Dean Stokes will be doing with his winnings. You can see a smattering of how Dean Stokes used social media to create a buzz in the market by going to his YouTube channel, visiting his blog, and seeing his Twitter updates. Below you can also see one of his best video uploads during the social media campaign and the final viral video he used to sell himself in the competition. All in all, a very imaginative campaign by Cadbury, and a very creative endeavour by Dean Stokes.
CMW London's video review of this successful campaign is also posted below. It identifies the intricate elements that went into the campaign, highlighting the positive campaign results for Cadbury Creme Egg Twisted!
Dean Stokes’ YouTube Channel http://www.youtube.com/user/agentdeanstokes
Dean Stokes’ Blog http://gooisontheloose.wordpress.com/
Dean Stokes’ Twitter http://www.twitter.com/deanstokes
Agent Dean Stokes' Viral Video - Mission to London Goo on the Loose
http://www.youtube.com/watch?v=gtdW0nJkB7s&feature=player_embedded
Agent Dean Stokes’ Viral Video - GOO ON THE LOOSE - A Look Back & Creme Egg Twisted Bars Surrender! http://www.youtube.com/watch?v=aQSeCKWrSTo
CMW London's campaign review - Twisted Campaign 2009 - Operation Goo on the Loose http://www.youtube.com/watch?v=C_f4MvYcDZM
The social media campaign used Twitter to send out clues on the whereabouts of the missing Cadbury Creme Egg Twisted bars, with prospective agents vying to become one of the selected top 10 super agents who would then compete for the grand prize of £20.000. Once the top 10 agents were selected, they were each given a video camera with which to film their quest for the missing Twisted bars. They were challenged to spread the word of their feats and the Cadbury Creme Egg Twisted campaign through social media outlets such as blogs, Twitter, Facebook, Bebo, YouTube, Flikr, and MySpace etc. The winning agent would be selected based on creativity, social networking skills, the lengths gone to spread the word, and finally the buzz created.
Cadbury just announced the name of their top super agent, and winner of the £20.000 grand prize, Dean Stokes, who not only managed to get the Cadbury campaign talked about on the top rated Mashable blog, but also created numerous humorous viral videos of himself uploaded to YouTube. Dean Stokes could be seen gently spoofing the secret agent campaign with police outside Downing Street, at Wimbledon talking in hushed tones outside an Andy Murray match, and in London hotspots such as the London Eye. In total, 2,000 fans followed Dean Stokes on social networking sites and his viral videos received more than 5,000 views of YouTube - an accomplishment for both him and Cadbury. Let’s not forget that another 9 agents were also spreading the word about the Cadbury Creme Egg Twisted GOO ON THE LOSE campaign through social media outlets, making the campaign a measurable success for Cadbury.
Since the announcement of Dean Stokes’ win, the buzz continues to spread through articles and interviews on what Dean Stokes will be doing with his winnings. You can see a smattering of how Dean Stokes used social media to create a buzz in the market by going to his YouTube channel, visiting his blog, and seeing his Twitter updates. Below you can also see one of his best video uploads during the social media campaign and the final viral video he used to sell himself in the competition. All in all, a very imaginative campaign by Cadbury, and a very creative endeavour by Dean Stokes.
CMW London's video review of this successful campaign is also posted below. It identifies the intricate elements that went into the campaign, highlighting the positive campaign results for Cadbury Creme Egg Twisted!
Dean Stokes’ YouTube Channel http://www.youtube.com/user/agentdeanstokes
Dean Stokes’ Blog http://gooisontheloose.wordpress.com/
Dean Stokes’ Twitter http://www.twitter.com/deanstokes
Agent Dean Stokes' Viral Video - Mission to London Goo on the Loose
http://www.youtube.com/watch?v=gtdW0nJkB7s&feature=player_embedded
Agent Dean Stokes’ Viral Video - GOO ON THE LOOSE - A Look Back & Creme Egg Twisted Bars Surrender! http://www.youtube.com/watch?v=aQSeCKWrSTo
CMW London's campaign review - Twisted Campaign 2009 - Operation Goo on the Loose http://www.youtube.com/watch?v=C_f4MvYcDZM
Saturday, July 18, 2009
The Olympus PEN Story Ad Campaign
Olympus is celebrating 50 years of their PEN cameras with a new product launch, the digital PEN EP-1 camera. It is being launched with a global marketing and ad campaign that makes one marvel at their creativity. The PEN Story 3 minute ad video is going viral on the Internet, their sequence of four short ads is getting more and more views on YouTube, and their microsite is becoming increasingly interactive as users upload content to share with others. The PEN Story microsite is truly amazing in its use of technology to bring the PEN EP-1 camera alive for viewers.
The PEN Story marketing campaign has a global website at http://www.olympus-global.com/en/global/ and a number of country microsites. The European microsite is a super example of how the Internet is used to bring the whole campaign together with interactive tools, user generated content, downloads, and viral videos. A simple splash page arouses curiosity with its scrap book design that places the viral ad video front and centre and gives viewers access to free music downloads and a ringtone of the PEN Story video. A camera link takes us further afield into the world of Olympus PEN cameras, http://olympus.eu/penstory/.
Within the site, the section titled LIVE EXPERIENCE enables people to apply for a one week trial of the camera and then share experiences with others on the website. In addition, a viewer can immediately experience the PEN camera by using the mouse to digitally point the image of the camera at a scene on the website. By selecting different camera settings, the viewer can then alter the photos and see the result of six built-in filters such as such pop art, soft focus, pale & light colour, light tone, and grainy photo, http://www.olympus-europa.com/consumer/pen.htm#liveexperience.
The website creatively showcases the PEN camera’s simplicity, technological features, photographic capabilities, as well as audio, and video functions – all in an interactive and creative fashion that gives viewers an immediate, creative, and enjoyable experience with the product. This microsite also leads to an area designed specifically for user generated content. Here users are invited to upload links, photos, and specs to share with others. To date, (July 18, 2009), 101 links, 1825 photos, 30 specs, and 74 friends have been added to the site which also has a link to a Facebook page where people can join discussions, ask questions, and join the community.
The viral element of the PEN Story campaign includes 4 short ads placed on the Olympus PEN Story YouTube channel, http://www.youtube.com/user/TheOlympusPenChannel, and a 3 minute ad video uploaded to the Pen Story YouTube site, and posted on the PEN Story microsite. The short ads use a simple animated graphic-illustration format to reveal the history of the PEN camera, showing its evolution from 1959 to 1963. The viral ad video uses a different format, Stop Motion animated photography and a flowing melody titled, "Down Below," (music by Johannes Stankowski, produced and arranged by Michael Kadelbach), to draw us into the PEN Story. The PEN Story ad video is a visual narration of a young boy, first seen in a snap shot outside his elementary school house. The ad video shows the lad walking off the snap shot as a young boy and into his life as narrated by a continuous spilling of photographs. Fifty years later, as a middle aged man, we see him retrace his original footsteps, down the school house road, to pose for a class reunion photo outside the original school house we saw at the start of the ad video.
Olympus tell us that the PEN Story viral ad video was created by shooting 60,000 pictures, developing 9,600 prints, and reshooting over 1,800 photos to get just the right images. Since the YouTube ad video-upload on July 2, 2009, the PEN Story ad video has enjoyed 708,099 views. Olympus credits another YouTube viral video as the inspiration for their PEN Story video and you can read this credit on their YouTube description of their ad video as linked below. Taijin Takeuchi’s viral video, “A Wolf Loves Pork,” (Stop Motion with Wolf and Pig), uses the same Stop Motion format as seen in the Olympus PEN Story spot. Three months after its upload, “A Wolf Loves Pork,” (Stop Motion with Wolf and Pig), has enjoyed 2,071,368 views on YouTube.
Below you can link to the PEN Story website, view the sequence of short ads, watch the viral PEN Story ad video, and see the Takeuchi inspiration.
PEN Story European Website
http://olympus.eu/penstory/
Ad #1 posted on Olympus YouTube channel, “The Legendary Olympus PEN” (1959 PEN camera)
http://www.youtube.com/watch?v=AUm0JbFufF0
Ad #2 posted on Olympus YouTube channel, “The Legendary Olympus PEN EE” (1961 PEN camera)
http://www.youtube.com/watch?v=Ll3zaM1ANnA
Ad #3 posted on Olympus YouTube channel, “The Legendary Olympus PEN D” (1962 PEN camera)
http://www.youtube.com/watch?v=4YuKxsOUdyU
Ad #4 posted on Olympus YouTube channel, “The Legendary Olympus PEN F” (1963 PEN camera)
http://www.youtube.com/watch?v=wQTepWdDtAU
Viral Ad Video, “The PEN Story”
http://www.youtube.com/watch?v=m9Et7UQh1tg
Takeuchi Inspiration, “オオカミとブタ。Stop Motion with Wolf and Pig”
http://www.youtube.com/watch?v=rmkLlVzUBn4
The PEN Story marketing campaign has a global website at http://www.olympus-global.com/en/global/ and a number of country microsites. The European microsite is a super example of how the Internet is used to bring the whole campaign together with interactive tools, user generated content, downloads, and viral videos. A simple splash page arouses curiosity with its scrap book design that places the viral ad video front and centre and gives viewers access to free music downloads and a ringtone of the PEN Story video. A camera link takes us further afield into the world of Olympus PEN cameras, http://olympus.eu/penstory/.
Within the site, the section titled LIVE EXPERIENCE enables people to apply for a one week trial of the camera and then share experiences with others on the website. In addition, a viewer can immediately experience the PEN camera by using the mouse to digitally point the image of the camera at a scene on the website. By selecting different camera settings, the viewer can then alter the photos and see the result of six built-in filters such as such pop art, soft focus, pale & light colour, light tone, and grainy photo, http://www.olympus-europa.com/consumer/pen.htm#liveexperience.
The website creatively showcases the PEN camera’s simplicity, technological features, photographic capabilities, as well as audio, and video functions – all in an interactive and creative fashion that gives viewers an immediate, creative, and enjoyable experience with the product. This microsite also leads to an area designed specifically for user generated content. Here users are invited to upload links, photos, and specs to share with others. To date, (July 18, 2009), 101 links, 1825 photos, 30 specs, and 74 friends have been added to the site which also has a link to a Facebook page where people can join discussions, ask questions, and join the community.
The viral element of the PEN Story campaign includes 4 short ads placed on the Olympus PEN Story YouTube channel, http://www.youtube.com/user/TheOlympusPenChannel, and a 3 minute ad video uploaded to the Pen Story YouTube site, and posted on the PEN Story microsite. The short ads use a simple animated graphic-illustration format to reveal the history of the PEN camera, showing its evolution from 1959 to 1963. The viral ad video uses a different format, Stop Motion animated photography and a flowing melody titled, "Down Below," (music by Johannes Stankowski, produced and arranged by Michael Kadelbach), to draw us into the PEN Story. The PEN Story ad video is a visual narration of a young boy, first seen in a snap shot outside his elementary school house. The ad video shows the lad walking off the snap shot as a young boy and into his life as narrated by a continuous spilling of photographs. Fifty years later, as a middle aged man, we see him retrace his original footsteps, down the school house road, to pose for a class reunion photo outside the original school house we saw at the start of the ad video.
Olympus tell us that the PEN Story viral ad video was created by shooting 60,000 pictures, developing 9,600 prints, and reshooting over 1,800 photos to get just the right images. Since the YouTube ad video-upload on July 2, 2009, the PEN Story ad video has enjoyed 708,099 views. Olympus credits another YouTube viral video as the inspiration for their PEN Story video and you can read this credit on their YouTube description of their ad video as linked below. Taijin Takeuchi’s viral video, “A Wolf Loves Pork,” (Stop Motion with Wolf and Pig), uses the same Stop Motion format as seen in the Olympus PEN Story spot. Three months after its upload, “A Wolf Loves Pork,” (Stop Motion with Wolf and Pig), has enjoyed 2,071,368 views on YouTube.
Below you can link to the PEN Story website, view the sequence of short ads, watch the viral PEN Story ad video, and see the Takeuchi inspiration.
PEN Story European Website
http://olympus.eu/penstory/
Ad #1 posted on Olympus YouTube channel, “The Legendary Olympus PEN” (1959 PEN camera)
http://www.youtube.com/watch?v=AUm0JbFufF0
Ad #2 posted on Olympus YouTube channel, “The Legendary Olympus PEN EE” (1961 PEN camera)
http://www.youtube.com/watch?v=Ll3zaM1ANnA
Ad #3 posted on Olympus YouTube channel, “The Legendary Olympus PEN D” (1962 PEN camera)
http://www.youtube.com/watch?v=4YuKxsOUdyU
Ad #4 posted on Olympus YouTube channel, “The Legendary Olympus PEN F” (1963 PEN camera)
http://www.youtube.com/watch?v=wQTepWdDtAU
Viral Ad Video, “The PEN Story”
http://www.youtube.com/watch?v=m9Et7UQh1tg
Takeuchi Inspiration, “オオカミとブタ。Stop Motion with Wolf and Pig”
http://www.youtube.com/watch?v=rmkLlVzUBn4
Monday, June 29, 2009
Cadbury Creme Egg Twisted - Social Media (Updated July 22, 2009)
Social media is all the buzz these days but so many people are not quite sure exactly what it is and how it works - Cadbury in the UK show us how it is done with creativity and flare! In simple terms, social media focuses on trying to build positive word-of-mouth messages by using web 2.0 interactive tools to engage consumers and encourage opinion leaders to spread positive messages to their friends, followers, or contacts. The tools often used are social media websites such as Facebook, My Space, YouTube, Flikr, and Twitter. Microsites are also often used as a conduit for user-generated-content, while public relations can play a significant role in seeding messages with loyal users, influential journalists, and bloggers. The intent is to catch the attention of opinion leaders in the community who will rapidly spread the message.
The recent Cadbury Creme Egg Twisted campaign in the UK is inspiring in its creative use of traditional media and social media to create a buzz throughout the UK and further afield. This is how it goes:
In mid-late May 2009 Cadbury launched their new irreverent brand, Cadbury Creme Egg Twisted, a year-round chocolate bar with the traditional Creme Egg filling which was usually only available at Easter. The campaign, GOO ON THE LOOSE, followed on the heels of Cadbury’s very successful Creme Egg campaign and included a TV spot, (also uploaded on YouTube), a direct mail piece (sent to bloggers/fans/journalists) containing a box with 3 Creme Egg Twisted bars (one having escaped), a microsite explaining the social media component at http://www.cremeeggtwisted.com/, a Facebook fan page at http://www.facebook.com/cremeeggtwisted, and a Twitter account at http://twitter.com/cremeeggtwisted. The social media component, explained on their microsite, included finding 10 super agents and eventually a top agent, tasked with finding the escaped Twisted Goo. To become a super agent you needed to find the missing bars through clues sent out via Twitter. The 10 top super agents were given flip video cameras to film their quests in search of the missing bars. Super Agents were tasked with taking photos, recording YouTube videos, sending out tweets, and traveling across the UK to solve the mystery. Assuming a tie-breaker the winner will advised on July 21, 2009. The agents will be judged based on their creativity of footage, social networking skills, and the lengths taken to complete the task. The grand prize is for £20,000.
It appears that no tie breaker was required, and on July 16, Dean Stokes added a short line to his Twitter update and Facebook wall that he had won! In addition, the Cadbury microsite, http://www.cremeeggtwisted.com/, now has the announcement posted on its home page, and officially Dean Stokes has won the super agent contest and the grand prize of £20,000. More details on the social media campaign run by Dean Stokes can be seen at http://mktgcliks.blogspot.com/2009/07/cadbury-goo-on-loose-campaign-announces.html.
Click below to see traditional media and social media in action. The first two TV spots are from the original Creme Egg campaign and set the tone for the Twisted product launch. This is followed by the launch spot for Creme Egg Twisted, and a viral video from Super Agent Dean Stokes. To date, over 9,700 agents have registered.
HERE TODAY GOO TOMORROW - WISK Creme Egg TV spot
http://www.youtube.com/watch?v=Eqrgr4G-xTc
HERE TODAY GOO TOMORROW - HAMMER, Creme Egg TV Spot
http://www.youtube.com/watch?v=_BZquTM8OcQ
GOO ON THE LOOSE, Creme Egg Twisted TV spot
http://www.youtube.com/watch?v=06PXIPFrgeg
Agent Dean Stokes' Viral Video - Mission to London Goo on the Loose
http://www.youtube.com/watch?v=gtdW0nJkB7s
The recent Cadbury Creme Egg Twisted campaign in the UK is inspiring in its creative use of traditional media and social media to create a buzz throughout the UK and further afield. This is how it goes:
In mid-late May 2009 Cadbury launched their new irreverent brand, Cadbury Creme Egg Twisted, a year-round chocolate bar with the traditional Creme Egg filling which was usually only available at Easter. The campaign, GOO ON THE LOOSE, followed on the heels of Cadbury’s very successful Creme Egg campaign and included a TV spot, (also uploaded on YouTube), a direct mail piece (sent to bloggers/fans/journalists) containing a box with 3 Creme Egg Twisted bars (one having escaped), a microsite explaining the social media component at http://www.cremeeggtwisted.com/, a Facebook fan page at http://www.facebook.com/cremeeggtwisted, and a Twitter account at http://twitter.com/cremeeggtwisted. The social media component, explained on their microsite, included finding 10 super agents and eventually a top agent, tasked with finding the escaped Twisted Goo. To become a super agent you needed to find the missing bars through clues sent out via Twitter. The 10 top super agents were given flip video cameras to film their quests in search of the missing bars. Super Agents were tasked with taking photos, recording YouTube videos, sending out tweets, and traveling across the UK to solve the mystery. Assuming a tie-breaker the winner will advised on July 21, 2009. The agents will be judged based on their creativity of footage, social networking skills, and the lengths taken to complete the task. The grand prize is for £20,000.
It appears that no tie breaker was required, and on July 16, Dean Stokes added a short line to his Twitter update and Facebook wall that he had won! In addition, the Cadbury microsite, http://www.cremeeggtwisted.com/, now has the announcement posted on its home page, and officially Dean Stokes has won the super agent contest and the grand prize of £20,000. More details on the social media campaign run by Dean Stokes can be seen at http://mktgcliks.blogspot.com/2009/07/cadbury-goo-on-loose-campaign-announces.html.
Click below to see traditional media and social media in action. The first two TV spots are from the original Creme Egg campaign and set the tone for the Twisted product launch. This is followed by the launch spot for Creme Egg Twisted, and a viral video from Super Agent Dean Stokes. To date, over 9,700 agents have registered.
HERE TODAY GOO TOMORROW - WISK Creme Egg TV spot
http://www.youtube.com/watch?v=Eqrgr4G-xTc
HERE TODAY GOO TOMORROW - HAMMER, Creme Egg TV Spot
http://www.youtube.com/watch?v=_BZquTM8OcQ
GOO ON THE LOOSE, Creme Egg Twisted TV spot
http://www.youtube.com/watch?v=06PXIPFrgeg
Agent Dean Stokes' Viral Video - Mission to London Goo on the Loose
http://www.youtube.com/watch?v=gtdW0nJkB7s
Tuesday, June 23, 2009
Best Job in World Wins Big at Cannes
Australian creative energy continues to make its mark at Cannes with Queensland Tourism Best Job in the World winning two 2009 Grand Prix awards for public relations and direct advertising. The PR stunt created by ad agency SapientNitro (Brisbane, Australia) was unique in its approach - a type of hybrid that used user generated content, reality show-type voting, and PR magic to beat out the viral campaign for Barak Obama’s presidential election – no shabby contender!
In 2009 it was difficult to not get caught up in the Best Job in the World opportunity – it was everywhere – on the news, in magazines, and online in the blogs as people, wrapped up in the 6 month contract position for a caretaker for Hamilton Island, were captivated by the beautiful Great Barrier Reef in Queensland Australia. The job included feeding fish, collecting mail, cleaning the pool, exploring the island, and capturing the adventure on a daily blog – anyone could apply with the winner also receiving over $8,000 per month in salary and free luxury accommodation! Who could not be captivated by the beautiful footage of the paradise island and its escape from the drudgery of everyday life?!
Individuals had 6 weeks to submit a 60 second video application online at www.islandreefjob.com. The public then voted on the candidates, selecting their top applicant. Queensland Tourism then selected another 10 applicants from the entries and flew them all to Hamilton Island for an interview. The final winner was selected in May for a job start of July 1, 2009. Stay tuned for the publicity machine to roll out yet again on this date with the winner, 34 year old charity worker Ben Southhall from the UK, starting his new position!
In the end, the job (a legitimate position), turned out to be what has been coined the biggest publicity stunt ever seen - a campaign promoting the Islands of the Great Barrier Reef Australia by Queensland Tourism. The purpose of the campaign was to raise awareness of the location among potential experience-seekers from the UK, USA, Europe, Japan, New Zealand, India, China, and Korea. The campaign wove the story of the job posting through a public relations campaign of press releases, press conferences, and media interviews. A microsite was set up at www.islandreefjob.com, small print ads were placed in the classified and employment sections of newspapers, online ads were posted on employment websites, and small banner ads were placed on the Internet.
The Cannes Lions' website details that that the campaign cost $1.7 million, generating free publicity valued at more than $150 million. The site goes on to explain that more than 3 billion people were exposed to the campaign, and over 6,000 news stories were written. In addition, TV coverage was secured on CNN, the BBC, and the CBC, just to mention a few media outlets, and people from 201 countries submitted 34,684 video applications. Within the 6 week application period the microsite had 6,849,504 visits, 47,548,514 page views, with an average time spent on the site of 8.62 minutes. 450,000 votes were cast by the public to select a winner.
You can see a short video-case of the campaign, the video job posting, the winning candidate’s video-application, and the final winning announcement below - very creative!
Tourism Queensland The Best Job in the World – Case http://www.youtube.com/watch?v=SI-rsong4xs
Tourism Queensland Seeks Applicants for "The Best Job in the World" - Island Caretaker http://www.youtube.com/watch?v=iTUUWOV4Vns
Island Reef Job - Ben Southall http://www.youtube.com/watch?v=PnosVJfDrpY
Brit Wins Best Job in the World http://www.youtube.com/watch?v=2fuvwA350ac
In 2009 it was difficult to not get caught up in the Best Job in the World opportunity – it was everywhere – on the news, in magazines, and online in the blogs as people, wrapped up in the 6 month contract position for a caretaker for Hamilton Island, were captivated by the beautiful Great Barrier Reef in Queensland Australia. The job included feeding fish, collecting mail, cleaning the pool, exploring the island, and capturing the adventure on a daily blog – anyone could apply with the winner also receiving over $8,000 per month in salary and free luxury accommodation! Who could not be captivated by the beautiful footage of the paradise island and its escape from the drudgery of everyday life?!
Individuals had 6 weeks to submit a 60 second video application online at www.islandreefjob.com. The public then voted on the candidates, selecting their top applicant. Queensland Tourism then selected another 10 applicants from the entries and flew them all to Hamilton Island for an interview. The final winner was selected in May for a job start of July 1, 2009. Stay tuned for the publicity machine to roll out yet again on this date with the winner, 34 year old charity worker Ben Southhall from the UK, starting his new position!
In the end, the job (a legitimate position), turned out to be what has been coined the biggest publicity stunt ever seen - a campaign promoting the Islands of the Great Barrier Reef Australia by Queensland Tourism. The purpose of the campaign was to raise awareness of the location among potential experience-seekers from the UK, USA, Europe, Japan, New Zealand, India, China, and Korea. The campaign wove the story of the job posting through a public relations campaign of press releases, press conferences, and media interviews. A microsite was set up at www.islandreefjob.com, small print ads were placed in the classified and employment sections of newspapers, online ads were posted on employment websites, and small banner ads were placed on the Internet.
The Cannes Lions' website details that that the campaign cost $1.7 million, generating free publicity valued at more than $150 million. The site goes on to explain that more than 3 billion people were exposed to the campaign, and over 6,000 news stories were written. In addition, TV coverage was secured on CNN, the BBC, and the CBC, just to mention a few media outlets, and people from 201 countries submitted 34,684 video applications. Within the 6 week application period the microsite had 6,849,504 visits, 47,548,514 page views, with an average time spent on the site of 8.62 minutes. 450,000 votes were cast by the public to select a winner.
You can see a short video-case of the campaign, the video job posting, the winning candidate’s video-application, and the final winning announcement below - very creative!
Tourism Queensland The Best Job in the World – Case http://www.youtube.com/watch?v=SI-rsong4xs
Tourism Queensland Seeks Applicants for "The Best Job in the World" - Island Caretaker http://www.youtube.com/watch?v=iTUUWOV4Vns
Island Reef Job - Ben Southall http://www.youtube.com/watch?v=PnosVJfDrpY
Brit Wins Best Job in the World http://www.youtube.com/watch?v=2fuvwA350ac
Wednesday, June 10, 2009
Marketing Awards - War Child Canada
War Child Canada and their ad agency, John St. racked up more accolades and awards for their HELP CHILD SOLDIERS campaign, most notably the Andy Rodgers Public Service Award at the 2009 Canadian Marketing Awards. This follows on the heels of Bessie awards won earlier this year and their outstanding integrated marketing communications campaign from 2007/2008 “Camp Okutta" which unexpectedly portrayed a Canadian children's summer camp as a fun place to send children to learn about the art of warfare. The campaign stapled wild posting on street corners, handed out brochures, posted viral videos on YouTube and used a microsite to get attention. A public relations effort completed the campaign with the story being covered by major TV stations and newspapers. The result - an large increase in awareness and donations. (See SlideShare presentation http://tinyurl.com/cd9tjt)
Let's focus on their current campaign, HELP CHILD SOLDIERS. Unlike other PSA campaigns, this does not shock the viewer with disturbing images - those we don't want to see again. Instead, it creatively and subtly shocks viewers by taking traditional Canadian family values and "matter-of-factly" showing how they can be used to help arm child soldiers. We see typical Canadian parents and grandparents collecting weapons and raising funds to help children become child soldiers. The result - a viral video and TV ad you can watch again and again and let the message sink in.
This campaign spread its message through posters, TV ads, viral video, social media, and a PR campaign that prompted coverage in the mainstream press. The result was an increase in donations.
Click below to see the 2009 HELP CHILD SOLDIERS campaign, a short video explaining the 2007/08 CAMP OKUTTA and a super presentation on SlideShare.
Viral video - Help Child Soldiers
http://www.youtube.com/watch?v=SYbgWUcIojY
Camp Okutta Integrated Video
http://tinyurl.com/qef26p
Let's focus on their current campaign, HELP CHILD SOLDIERS. Unlike other PSA campaigns, this does not shock the viewer with disturbing images - those we don't want to see again. Instead, it creatively and subtly shocks viewers by taking traditional Canadian family values and "matter-of-factly" showing how they can be used to help arm child soldiers. We see typical Canadian parents and grandparents collecting weapons and raising funds to help children become child soldiers. The result - a viral video and TV ad you can watch again and again and let the message sink in.
This campaign spread its message through posters, TV ads, viral video, social media, and a PR campaign that prompted coverage in the mainstream press. The result was an increase in donations.
Click below to see the 2009 HELP CHILD SOLDIERS campaign, a short video explaining the 2007/08 CAMP OKUTTA and a super presentation on SlideShare.
Viral video - Help Child Soldiers
http://www.youtube.com/watch?v=SYbgWUcIojY
Camp Okutta Integrated Video
http://tinyurl.com/qef26p
Wednesday, May 27, 2009
UK - Creativity Strikes Again!
The UK seems to be a hotbed of creativity when it comes to the arts, whether it is in the field of music, film, or graphic arts in some form or other. Here we look at a viral video from the UK which cleverly uses the fact that viral videos allow viewers to watch the online version more than once, with just a click of a mouse. Nonetheless, most of us will watch a viral video just once, perhaps sending the link to a friend, or bookmarking it to share through social media. This viral video is different. It cleverly encourages us to watch it a second time - because it tells us we missed something. Very creative and memorable! What a smart way to get us to watch the video again, remember the message, and pass it along - as I am doing right now, pass it along!
How did they come up with this idea?! Watch this ad carefully and then watch it again looking for the elements they mention you missed. Thanks Ellen and Bob!
http://tinyurl.com/2zwhrf
How did they come up with this idea?! Watch this ad carefully and then watch it again looking for the elements they mention you missed. Thanks Ellen and Bob!
http://tinyurl.com/2zwhrf
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