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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Technology > Article Home Business & Finance News U.S. Politics International Technology Internet Entertainment Sports Lifestyle Oddly Enough Environment Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters World's best job? Add sex, scandal for Web marketing dream Thu Apr 2, 2009 9:09am EDT Email | Print | Share | Reprints | Single Page [-] Text [+] By Belinda Goldsmith SYDNEY (Reuters) - Tropical island. Eleven competitors. Osama bin Laden. Porn scandal. Prize? Best job in the world. This is not a reality TV show, but a contest playing for real in Australia's Queensland state in an advertising campaign that highlights how more firms are tapping the power of social media such as YouTube, Facebook and Twitter, for marketing. Tourism Queensland hit on a winner with a global campaign to lure visitors to the Great Barrier Reef by asking people to submit online video applications for the "best job in the world" - caretaker of a tropical island for six months. As news of the job advert on www.islandreefjob.com spread, 34,684 people from more than 200 countries submitted 60-second video applications, which everyone could see, for the $150,000 position on Hamilton Island. "It was just a great idea that captures everyone's imagination as they're sitting in a dreary office and it's raining outside," said Australian marketing analyst Tim Burrowes, editor of media and marketing website Mumbrella. "It was already very PR and publicity-friendly but because of all the promotion through videos and file sharing in social media the idea exploded into something much bigger." Along the way Tourism Queenland, a government body, received a hoax application from Osama bin Laden, and admitted it concocted the story of a woman in a YouTube video who tattooed an advert for the Great Barrier Reef on her arm to win the position. AGEISM, PORN, PUBLICITY Tourism Queensland narrowed the list down to 50 applicants from 22 countries with one failed applicant, Canadian "baby boomer" Mandy Spottiswoode, accusing Tourism Queensland of ageism and only picking bikini babes or guys with washboard stomachs. Tourism Queensland's investigation into claims that a finalist, Russian marine biologist Julia Yalovitsyna, was linked to a porn scandal kept the news flowing. She was barred from the contest, which reserved the right to exclude anyone found to have engaged in "inappropriate, illegal or immoral behavior." This Friday the list of candidates gets cut back to 11, including one wildcard entry voted online as the campaign's website tracks the contestants, like a reality TV show. The finalists will take their places on Hamilton Island with the winner to be announced on May 6 and starting work on July 1. Queensland Tourism Minister Desley Boyle said the worldwide response to the A$1.7 million marketing campaign had been phenomenal, generating more than $70 million in publicity value. "The campaign has largely relied on public relations and social networking activity," she said in a statement. Burrowes said "the best job in the world," designed by Australian agency CumminsNitro, would be held up as a case study of a successful social media campaign. Continued... View article on single page Share: Del.icio.us Digg Mixx Yahoo! Facebook LinkedIn Next Article: Verizon may cut number of mobile systems also on reuters Blog: Brown gets helping hand from Obama CEOs wait too long before filing bankruptcy Video Video: Pricing crucial for housing rebound More Technology News Facebook, YouTube at work make better employees: study Verizon may cut number of mobile systems China honors revolutionary martyrs online Netflix delivers 2 billionth movie Malicious virus quiet, but attack may be in works More Technology News... Editor's Choice Slideshow A selection of our best photos from the past 24 hours. 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Commentary Reuters Deals The global destination for corporate leaders, deal-makers and innovators Knowledge to Act Reuters.com: Help and Contact Us | Advertise With Us | Mobile | Newsletters | RSS | Interactive TV | Labs | Archive | Site Index | Video Index Thomson Reuters Corporate: Copyright | Disclaimer | Privacy | Professional Products | Professional Products Support | About Thomson Reuters | Careers International Editions: Africa | Arabic | Argentina | Brazil | Canada | China | France | Germany | India | Italy | Japan | Latin America | Mexico | Russia | Spain | United Kingdom | United States Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. 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