Week 3

Week 3 question

In 2009 CumminsNitro, a Brisbane-based advertising agency, won multiple awards across the international media landscape for their groundbreaking campaign for Tourism Queensland: Best Job in the World. The campaign was unique in the way it harnessed traditional media advertising (positions vacant advertising) and linked this with various kinds of social media interactivity. Through inviting video applications the campaign utilised what Bruns calls “produsage” and others have called “crowdsourcing”. It also made sophisticated use of the viral connectivity that can result from online social networking. Then, once the social media success became newsworthy, the campaign also benefitted from the traditional current affairs media attention, amplifying the overall impact and effect.

This campaign formula was so successful that it has been expanded recently to include other states, each with their own tourism ‘caretaker’.  

Visit the links provided and discuss in your tutorial group or online. Write a review analysing the types of interactivity that the campaign engaged.

Once again use screen captures and your own words to document and interpret what you see. Note that if you do copy statements from a web site these must be in quotation marks and the source URL referenced.

With screen captures, make sure you note the URL where you sourced the image and, the date viewed, as part of your caption.

Minimum 125 words – Maximum 500 words

https://vimeo.com/5456947, viewed 5th August 2016

The "Best Job in the World' was an advertising campaign that successfully amalgamated traditional media and online social networking. The campaign utilised various types of interactivity to achieve a viral advertising campaign that, as stated above, generated 8 million website visits and over $US 150 million in media coverage.

Interaction as a product was the building block for this campaign. The campaign started with advertisements being placed in newspapers around the world. This lead to users logging onto the website specified and generated the initial interactivity between people and computers.

The campaign included interaction as a process in the form of interaction between people through mediated channels. This was when the message was spread through traditional media, when the message was delivered to people via a newsreader. The message was also shared across the web via a number of platforms. The success of the campaign also resulted in face to face interactivity with participants meeting each other and press conferences being held.

As Holmes (2016, p.10) states, 'many contemporary social networking sites that have demonstrated remarkable growth are those which encourage participants to create, contribute and share media'. So perhaps some of the success of the Best Job in the World campaign can be attributed to the fact that it encouraged user generated content in the form of video applications. The campaign encouraged users to participate and also made videos available for people to share.

References:

Holmes, A 2016, Week 3: Interactivity, course notes, DGTL12002: Understanding Social Media, CQUniversity e-courses, http://moodle.cqu.edu.au