The tourism campaign “Best Job in the World” was a massive success for CumminsNitro, an advertising company in Brisbane and the state of Queensland, Australia. The campaign created an international media stir and drew interest from hundreds of thousands of people (Tourism Australia 2016). The campaign is notable for its use of traditional and new media forms of advertising as well as the focus on interactivity with internet users. The campaign advertised a highly desirable job offer in Queensland and allowed anybody to apply. Applicants had to upload a video of them saying why they would be suitable for the job. The campaign’s unique use of user interactivity make it interesting to study the different types of interactivity involved and how they engaged the users. In The Information Society journal, communications researcher Jennifer Stromer-Galley (2004) proposed a model of 4 types of interactivity when it comes to human-computer interaction, which could be separated into two categories. The Best Job in the World campaign makes use of these 4 types of interactivity.
Between people: It was common for video applications to be created with people working together, as seen in Figure 1.
Between people through mediated channels: Video applications could be shared and commented on by other internet users. The winner of the Best Job had to create and maintain an online blog documenting their experiences as part of the job, in addition to their other duties.
Between people and computers: People created their video applications then uploaded them to Youtube.com. The winner also had to write and post blog updates.
Between computers through software, hardware, and networks: Video editing and uploading plus sharing and being tracked by other computers and websites.
The Best Job in the World campaign is an excellent example of how to engage with internet users. Social media is a participative medium and users interact using user generated content and user created content (Hinton & Hjorth 2013, pp. 55). The campaign took advantage of these different ways of interacting and experienced incredible worldwide success.
Hinton, S & Hjorth, L 2013, Understanding social media, Sage Publications Ltd, London
Islandreefjob17 (poster) 2009, Mitchell, Canada (121976), video, Feb 19, viewed 22 August 2016, https://www.youtube.com/watch?v=thxSlKVz3fo
Stromer-Galley, J 2004, ‘Interactivity-as-Product and Interactivity-as-Process’, The Information Society, vol. 25, no. 5, pp. 391-394
Tourism Australia 2016, About the campaign – best jobs in the world, viewed 22 August 2016, http://www.tourism.australia.com/campaigns/Global-Youth-about-the-campaign.aspxHinton, S & Hjorth, L 2013, Understanding social media, Sage Publications Ltd, London