Remember the Million Dollar Memo Ad for Queensland tourism? Well here's an update on the campaign that was exclusively focused on twitter and linkedin..
On May 1, the Queensland tourism wrapped up a five-week video submissions contest that's giving away a $1 million (Australian dollars) travel package. In terms of paid online advertising, the "Million Dollar Memo" campaign completely focused on LinkedIn to target executives looking to reward employees with a group travel package. The ads directed viewers to a dedicated microsite, which recorded 293,000 unique visitors and 1.4 million page views from 187 countries.
The microsite included a downloadable one-page PDF - styled like an official office memo - that encouraged readers to make a :60 video for the contest. The microsite also included a :60 campaign video that's titled, "Have you read the Million Dollar Memo?"
(There was actually also also a newspaper print component to the campaign in so far as a promo appeared via Australia's News Limited's masthead, while ads ran in the Sydney Morning Herald)
According to its agency, SapientNitro Australia, the initiative garnered 290 video entries from 28 countries and reached three million viewers that work for firms of at least three employees. These companies ranged from large multinationals to small independent businesses
The LinkedIn ads were geo-targeted toward the U.S.; Australia; New Zealand; Europe; India; the Middle East; and Asia and the agency believes the campaign generated a marketing value of $5 million (Australian dollars) in web, print, and broadcast mentions.
Tourism Queensland also posted and tweeted about the campaign to its Facebook (337,000 "likes") and Twitter (14,000 followers) audiences.
Queensland Tourism can only hope the 2011 campaign captures the same buzz that its "Best Job in the World" campaign received during the past two years. Since it won awards for that campaign, the agency has estimated the effort created more than $400 million (Australian dollars) in publicity.
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