IMC and Viral Marketing.
To demonstrate the power of social media through integrated marketing communication, I will use an example of a marketing campaign launched by Queensland tourism that went viral within hours exceeding every expectation. The success according to Don Morris the chairman, was due to the simplicity of the message.
By the use of social media, a YouTube video about a work position as an animal caretaker among other tasks on the Hamilton islands in Queensland went viral. We can ask ourselves why? Was it due to the generous salary of 150 000 AUD for only six months work and access to a private villa, or did the message hit home when being offered an opportunity to take care of animals? One of the main messages that were conveyed through the video was that this was a lifetime chance and experience money could not buy!
Don Morris could not have picked a better time to release the campaign. It was in the middle of European winter, and it certainly grabbed the attention of the world with more than 30 000 people form over 200 different countries applied for this position. 7 million visited the site and the contest involved another 423 000 people that partook in voting when the final contestants were picked out. The media campaign was valued at 200 million AUD and it was estimated almost 3 billion people have been exposed to the campaign. The choice of marketing channel allowed the video to be shared on multiple social media channels, creating an electronic word of mouth with fast spread.
During the Cannes advertising festival, the campaign took home a grand prix award in three categories, PR, direct and cyber, something that has never happened before, and with a budget of 1.7 million AUD.
When watching the video what do you think was the reason for the campaigns success?
One of the video submitted for the position, by Mitchell from Canada.