Queensland, Australia advertized for the right person to fill the “Best job in the world”. Island caretaker: Well paid, meaningful, easy, and located in a beautiful tropical environment. “The best job in world” immediately became a viral success, seen, captured and shared by millions of people around the world. 1.4 million people applied for the job.
Destinations find that their revenues are under pressure and consumers are carefully looking for value for money. Thus, local agencies that promote tourism must focus their promotional strategy and find innovative ways to lower cost and enhance effectiveness. Viral campaigns are becoming an instrument in the marketing portfolio.
The strategy of some viral campaigns is to build in incentives for web site visitors to carry a sales message. A tool is provided which it is easier for people to spread the word about a tourism destination. The idea is not to push your visitors into delivering your sales message to others, but as a side effect of them gaining benefit from a utility or service that you offer.
Yet, viral campaigns are not easy to handle, and most of them do not go viral. Is there a way to know what might cause something to go viral or not? There are many viral ads that circulate the web today, but many of them are too obvious in promoting a particular brand.
Typically, a successful online viral campaign is:
– Short in length, less than 5 minutes
– Seen by many, by including a really attractive message
– It might be pretending to be user generated content, make by people like your audience
– Themed or choreographed to generate speculation and/or controversy.
Viral marketing is still innovative and experimental, but it is moving fast into the mainstream marketing toolbox. However, new mechanisms to increase the “social velocity” are emerging continuously. “The Best Job in the World Campaign” demonstrates the power and perspectives of the methods.
Viral campaigns often have a focus on increasing the awareness of a destination or a corporate brand rather than increasing the sales. In addition, the monitoring of the effects seems to be lacking in many cases. New methods are, however, emerging. It is to recognized by viral marketing strategist that a campaign might develop in ways that cannot be controlled, such as for example the Danish “Karen Video”.