Week 3

The ‘Best Job In The World’ campaign was highly successful thanks to its extensive and thorough use of already established communication technologies. By utilising the fact that most everyday people already know how to create and upload videos online, they opened the campaign up to a huge demographic of eager participants. Without requiring special skills, technology, or product purchases, almost anyone had the opportunity to submit an entry. The same can be said about the competition’s requirement that the winner write a personal blog about the job. Having a task to be performed by the winner added legitimacy to the prize, as opposed to seeming too good to be true.

Using online video’s as a medium also encouraged participants to be creative with their entries, which was a key strength in its ability to not only spread virally online, but also through word-of-mouth between social circles in the real world. The media attention that the unique videos attracted further enhanced the exposure of the campaign overall. This was amplified by the campaign's extensive use of social media networking, which achieved its effectiveness through the already established connectivity present between popular websites like Youtube, Facebook and Twitter.

The website features a large collection of interactive media, such as blogs, embedded videos, and banner ads. (http://islandreefjob.com/island-caretaker-blog/ Accessed 5th August)

The campaign also had a likely intentional flow-over effect, whereby foreigners who are considering a vacation are likely to remember Queensland after hearing about this competition. Even without entering the competition itself, many individuals and families are likely to be willing to spend money to experience the ‘best job in the world’ for themselves.

The Official Facebook page is highly customised to promote Queensland tourism. Note the links to associated social media sites. (http://www.facebook.com/visitqueensland, accessed 3rd August)