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A
Reality Show for the Internet
We
will create a publicity campaign so unusual, that it
will generate a projected $100 million in free publicity.
(A recent campaign using this model has already generated
1 billion media impressions in the last four months.)
We propose to use this as a vehicle to increase sales
or raise funds, and acquire new email subscribers
for our partners. It will also increase brand awareness
and cross brand with reputable, global non profits and
corporations.
We'll
inspire people how to share their message with the world,
automate it to free up their time, live life to the
fullest, and to do good work for worthy causes.
The
Best Job On Earth: LIFE AMBASSADOR
The
winning applicant will have three areas of responsibility:
1)
Live your life - go anywhere in the world you want
to go, spend time with whomever you like, and do whatever
you want.
2)
Philanthropy - one day a week volunteer or participate
in a fund raising activity.
3)
Service - choose an inspiring message or solution
to share with the world, and put it into an eBook or
CD to generate passive income for life. This will help
you sustain this lifestyle beyond the job opening -
and drive the message home to the audience that They
can create this lifestyle too.
The
Life Ambassador will document their adventures by posting
text and video updates on the blog.
The
job pays $150,000 for six months, plus expenses.
Think "reality show" but for the internet.
Projections
and Proof of Concept
We
anticipate over 30,000 video job applications on You
Tube, and 10 million unique website visitors. This is
not hyperbole - it's already happening for the Australian
Tourism Commission running a similar campaign which
has achieved the following results to date:
- 36,648 video applications from 201 countries
- 1 billion media impressions in North America alone,
over 4 months.
- 6,849,504 visits in 56 days, average 8.62 minutes
ea.
- A Google search for "best job in the world island"
achieves about 52,500,000 listings, 231,355 blogs
and 43,600 news stories.
- Media coverage has been estimated at over $US100
million from a campaign budget of $US1.2 million.
(See
BBC
article for more information.)
Our
Partners
  
The
Sierra Club, National Society of Collegiate Scholars,
and One Laptop Per Child have been accepted as initial
campaign partners. The shortlist of potential other
nonprofit partners includes The Nature Conservancy,
Rainforest Action Network, and Mental Health America.
The shortlist of potential sponsors includes Delta Airlines,
Google, Web.com, Bank of America and eLance.
The following diagram illustrates the three legs of this partnership:
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Promotional
Strategy: A Viral Campaign
The
campaign is viral by nature: People naturally want to tell their
friends about such an amazing job that is available. And everyone
who applies will tell their friends to vote for them, especially
when it will raise funds for worthy causes.
We
will seed the initial viral activity through:
- Selected online job ads
- 2 million email endorsements (we have advance written agreements
with speakers and authors)
- An email blast to 850,000 Sierra Club and 500,000 Honor Society
members
- Facebook and twitter promotion
- Our other partners engaging their customers, members and the
media
- Radio and TV talk shows appearances by me and I promote the
campaign and the book, and once selected, the Ambassador.
How is This Different, and Better?
The media and the public will ask how our campaign is different
from the Australian Island campaign:
- A job with meaning: Instead of just lying on an island,
our Life Ambassador will respond to the current needs of the world:
supporting important causes, spreading a message they care about,
and inspiring people all over the world to create the job/life
of their dreams.
- Cause marketing: By spreading the word people are raising
funds for important causes, increasing the viral impact of the
campaign.
- A global partnership: Tourism Queensland ran their campaign
alone. We'll have the promotional support and brand recognition
of respected corporate and nonprofit partners.
- America's answer: the media can pitch this campaign as
"America's answer to the Island Reef Job".
- Email leverage: The Australian campaign made poor use
of email capture and driving people back to the site. We'll use
advanced capture techniques to greatly increase participation.
- Increased engagement: once the position was awarded in
Australia, interest dropped off - after all, there's only so much
island watching you can do. But we'll engage our audience in creating
their own best job on earth through the book, and provide them
with training and direction - greatly increasing the "stickiness"
of the campaign.
How We'll Raise Funds & Awareness For Charity
Everyone who applies for the job will be encouraged to have their
friends vote for them - each vote increases your chance of getting
a job interview. But here's the twist: We'll invite web visitors
to vote by donation for the person they want to win The Best Job
On Earth! They can choose to sponsor the ultimate winning applicant
for zero dollars, $5, or even $50 per week of the job position.
The more money and votes an applicant gets, the higher their chance
of getting a job interview.
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