THE BEST INTERNATIONAL VIRAL CAMPAIGN - 「THE BEST JOB IN THE WORLD」

「The Best Job in the World」raised from Australia Tourism Queensland to hire an Island Caretaker to clean the pool, feed the fishes, collect mails, introduce the unique beauty and share experiences of exploring the Island Islands of the Great Barrier Reef, Queensland Australia to others.

This is a well known and a very successful global Viral Marketing campaign in 2009 1st half year and has win a Cannes Lions 2009 Best International PR campaign Grand Prix.

This campaign had a significant global reach across the media and generated such a high volume and highly impassioned response from consumers. Global news coverage included CNN stories, BBC documentaries, TIME magazine articles and everything in between.

And the results are amazing:

- More than US$100M worth of media coverage (from a budget of $US1.2M)

- In 56 days islandreefjob had 6,849,504 visitors- 34,684 applicants from 201 countries

- 47,548,514 page views with an average of 8.62 minutes spent on the site

- A Google search for “best job in the world island” achieves about 52,500,000 listings, and 231,355 blogs

It's a very good and sucessful example to show us that how to make your marketing campaign through Viral Marketing!

Reference:

http://work.canneslions.com/pr/

VIRAL MARKETING CULTURE IN HONG KONG

Do you think the viral marketing culture is start from the chat room??

In my opinion I think thes viral marketing culture in Hong Kong was started from:

1. Chat room
2. icq
3. msn
4. facebook

VIRAL MARKETING HK CULTURE

Anyone know the culture of viral marketing in HK start from ?

VIRAL MARKETING IN HONG KONG - AGENCY USUAL TACTIC

Some Viral Marketing Tactics of Viral Marketing Agency in HK

Viral Marketing Tactic 1: Blogger
a. Celebrity has been invited to write the blog and share their "good " experience in using some product or restaurant, through this viral marketing tactic to increase the "products" exposure and reputitation.

b. Employ some marketing agency and aske them pretend as a real user to share the "good and positive" opinion on the blog


Viral Marketing Tactic 2 : Share in forum
a. Viral Marketing agency ask for use different accounts to post many good wordings on the popular forum and increase the brand reputitation

Viral Marketing Tactic 3: Facebook and Youtube
a. Through these platform to share the comment and relate message to the public, through funny appeal to attract the audience.

VIRAL MARKETING CHANNEL - YOUTUBE

"YouTube" is a video sharing website on which users can upload and share videos.
Individuals can upload whatever they want onto "YouTube". All people can watch the videos online while registered users are permitted to upload unlimited number of videos.

With sounds and images in videos, "YouTube" becomes another significant viral marketing channel. Many people promote their products and services with the aid of "YouTube".

An Example of companies advertise on "YouTube", LG mobile phone Company will upload their latest products trailers onto "YouTube" when new products launch.

Link to LG KU990 Viewty:


Link to LG BL40 Black Label 4:


Not only companies using "YouTube" as advertising and viral marketing channel but media also post their programme on "YouTube" for reaching readers and audiences.

An Example of Media using "YouTube", Weekend Weekly Magazine: weekly programme

Link to Series 501 - So Man Fung VS Tram Boy Peter:


Link to Series 504 - Make up class:


Beside companies, individuals posted their great works online for their different purpose like sharing their views or just for fun. But sometime individuals' videos may result in a large feedback because of the widespread of "YouTube".

An Example of widespread of YouTube is Julian Smith who is a director and he uploaded a video named "25 Things I hate about Facebook" which resulted in a huge response.

Link to 25 Things I hate About Facebook:


After the video is posted, more than 1 billion people watched it. And even the "Facebook" need to invite him for a visit to their company as a crisis management to repair and rebuild their image affected by the "YouTube".

Link to Inside The New Facebook Layout:


From the above, you can see that "Facebook" and "YouTube" are most powerful viral marketing channels because of the widespread in internet world. They are not only viral marketing channels, but even popular enough to become a discussion topic in the 2009 World Economic Forum.

Link to World Economic Forum 2009 - "Facebook and YouTube Five Years From Now"

REAL CASE OF VIRAL MARKETING AND WOM

HydroActive sports drinks distribute the free sample and display the promotion material in the California Fitness center dancing class and mYoga Class.
To increase their reputation to the target customer.

Lucozade Extra promote the drinks in front of the campus, try to increase the exposure in the student area.

Ribena Promotion ambassador promote the drinks in the restaurant, through the image girl to make some noise in the market.

Sparkling Ribena have a promotion in the hot pot restaurant, through the game to share the fun and product to the public, according to this promotion there are obviously make a noise in youtube and market.

NETWORKING CREDIBILITY IN WOF AND VIRAL MARKETING

The platform and network group is the most important factor to affect the credibility of viral marketing and WOM.

The third party group and platform is always be more trustful and high creditibility of viral marketing, but not means all the post on these forum is a real user's post. Just compare with the group which hold by the brand or company, the third party group is more real user to share their opinion..

VIRAL MARKETING IN HONG KONG

In my opinion, viral marketing is no use in Hong Kong, because of our Chinese Culture, the credibility of forum also already lower lower then before.

Viral Marketing is equal to Word of mouth promotion, but is a marketing tactics in online version, this format already appeal in our market over many many years.

Base on the problem of credibility of viral marketing, I think the most efficient viral marketing effect is through our real friend and family member, they are have high credibility to do and share the message.