How to get media attention: let people compete for a job
You need attention for your product or service?
Why not let people compete for a job related to your product or service?
Marketing with content
That’s what the Islands of the Great Barrier Reef did: they are offering “The best job in the world” on Hamilton Island for only 6 months, but paid AUD$150,000 (US$107,000 or EUR79,000)
As applicant you needed to create a 60 second video and write a short summary about them.
About 34,800 people from more than 200 countries submitted their 60-second video applications. Probably many of them have gotten interest from local media.
The website has crashed when too many applied on the last moment. That generated even more press interest as she got banned.
As so many people want to participate, it was likely some of the applicants have been active in the adult entertainment industry. That generates even more interest.
Additionally one Baby Boomer contestant accused the organization of age discrimination picking only bikini babes and good looking young men. This could conflict with the goal of the campaign, as the marketing is geared towards “Baby Boomers”: they have the money to spend to pay a vacation on the Great Barrier Reef.
In any case the complaint generates more interest from the media.
These are the 16 finalists from all over the world.
Several of them used a website in order to support their application: like Ben from France or Juweon from Korea
Seen the amount of content created and the interest generated by Ben from France, we would pick him as the winner: media coverage overview, YouTube video page, facebook and Twitter.
The job itself will require publishing a video diary. Thus more content will be generated during the 6 months of the job.
The cost benefit analysis
The cost of:
- Creating and running the website.
- The PR.
- The selection procedure
- The 6 month wage
Total cost best guess: USD$200,000
Total value of all the publications, references and links up to now: AUS$70mio
Thus the total project could generate up to AUS$100mio (US$71mio or €53mio in publicity value.
That a very big multiple of the invested money.
Your company job contest for media attention
Not every company has something exotic to offer like a job on the Barrier Reef.
Still almost every company has marketing dept where good people can be used. If you have a vacancy, you will end up paying someone do to the job: beef it up with a better pay.
Why not open a contest for a great well paid job offer requiring writing original content on a website as application. It will be hard for a B2B company to get any interest in your contest, but what do you have to lose?
The job itself could be writing the company blog or whatever related to you products or services as long as content is created and interest is generated.
What are you waiting for to promote your products or services with a job contest?
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[...] The LEADSExplorer Blog: Lead generation – Website visitors – CRM – B2B created an interesting post today on How to get media attention: let people compete for a jobHere’s a short outlineYou need attention for your product or service? Why not let people compete for a job related to your product or service? Marketing with content That’s what the Islands of the Great Barrier Reef did: they are offering “ The best job in the world ” on Hamilton Island for only 6 months, but paid AUD$150,000 (US$107,000 or EUR79,000) As applicant you needed to create a 60 second video and write a short summary about them. About 34,800 people from more than 200 countries submitted their 60- [...]
Check out reviews and insight to the remaining Island Caretakers…
I’ve Got a Golden Ticket
I fully agree with that, but i really don’t know if everyone could think the same. Maybe in the next future.
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