DGTL12002 Week 3

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.


With a budget of $1.5 million, Tourism Queensland set out to create a job advert campaign and use “media and social networking to promote the campaign and increase awareness of the Islands of the great Barrier Reef and Queensland” (2011).  With the job requiring no experience and offering a year of living on a tropical island, the response was surely going to be positive. It turned out to be more than positive, Tourism Queensland was completely overwhelmed by the 35 000 applicants who applied for the job and would ultimately change Australian’s tourism marketing.

The job advert went to print in January 2009 and immediately gained publicity.  Tourism Queensland engaged YouTube, Facebook, Twitter, Flikr and their website as interactivity platforms and the campaign quickly went viral. With the world in the midst of a global financial crisis, everyone wanted to apply for “the best job in the world (2009)”.

The types of interactivity that best explains the campaign are “User-to-System Interactivity where interaction between people and the computer or other new media device or system including with the interface and responses to ‘richness’ of media” (MacMillan cited in Holmes 2014). The other type of interactivity would be interactivity-as-product.  Holmes (2014) explains that “interactivity-as-product will put the focus on user interactions with technology and on the range of interactive experiences afforded by mediation. Sometimes such aspects may be unintended or unexpected consequences”, which is exactly what happened with Tourism Queensland.  Both interactivity types are digital technology based and were clearly a successful platform for this campaign.



Best job in the world 2009, Tourism Queensland, http://www.tourism.australia.com/campaigns/global-youth-project.aspx, accessed 31 July 2016.

Holmes, A 2014, DGTL12002 Working with Social Media: study guide week 3, CQUniversity, Rockhampton.

Mohan, M, Teoh, K,  Daniel, N, Yeong, M and Wuen, W 2011, DSM 402 – Marketing Communications, Tourism Queensland: The best job in the world campaign, Strongerhead, http://strongerhead.com/wp-content/uploads/2012/10/DSMM-IMC-project-Best-job-in-the-world-ref-2.pdf, accessed 31 July 2016.


DGTL12002 Week 2

Choose at least two out of the six of the following terms of reference to make further comments about the site you have been reviewing and the services it offers:

  • Trustworthiness of the site
  • Reputations of members
  • Ownership of content
  • Moderation of risks
  • Management of content
  • User interface and customisation

Trustworthiness – Timelines of Facebook users are flooded with friends’ posts, advertisement, suggested likes and sponsored marketing.  To the average person, seeing is believing. Unfortunately, Facebook is how some people tend to get their news and assume everything is true if it’s on Facebook. Truths and reality can often become lies and blurred because there really are no boundaries on what is reported on this SNS. Really, it is the other saying that users should be considering more – don’t believe everything you read.

Most users would more than likely be able to trust what their friends are posting and as eMarketer (2010) explains the “one thing that makes social media marketing powerful is consumers’ trust in “people like them”—their friends, family and other online peers. It is where social conversations take place has an effect on their perceived trustworthiness as well as who is taking part in them”.  So in terms of trustworthiness with those we know on Facebook, it is quite positive.  However, due to the amount of traffic and information on Facebook, users must be vigilant and aware as to what is actually true and what is just trying to generate publicity through a wider audience.


User interface and customisation – In terms of Facebook’s interface and customisation, it is constantly changing but still quite easy to navigate.  In the beginning it was just a basic profile page with some information about yourself, being able to send messages to friends and add photos.  Now, users can host multiple pages, upload videos, advertise and even run businesses that generate an income.

Users are now able to change profile photos at any time, add their brand to a page, pay fees to reach a larger audience and “unfollow” pages that they don’t wish to see the content of.  The privacy setting can be customised as to what your preferences are; anything from completely private to entirely public.

As far as SNS go, Facebook is one of the most flexible to change and customise a user’s profile.



What makes social media trustworthy? 2010, eMarketer, viewed 24 July 2016, http://www.emarketer.com/Article/What-Makes-Social-Media-Trustworthy/1007863

DGTL12002 Week 1

Choose a social media site that you are a member of and say why you engage with it and what you get out of it. If you are not a member of any site, choose one to observe and answer the same question regarding the activities that you observe – or, you may choose to say why you do not normally engage with social media. You are encouraged to use your answers to exercise 1.3 to frame your response.

Like another 1.09 billion other people around the world (Facebook 2016), I engage daily with Facebook as a social networking site (SNS).  The site provides users a range of services where they can post, comment, observe and engage.  It can be used by individuals, groups, small businesses and large organisations to share and stay connected.

I joined Facebook 10 years ago on the insistence of a friend who claimed it was interesting and very addictive. As the services of Facebook have developed, I found myself using it more and more.  Am I addicted? I don’t consider myself to be but there would definitely be an empty space in my life if I was to suddenly stop using it!  It may well resonate with Michael Wesche’s ‘The machine is using us’ (Wesch 2008) that who is in fact in charge of our online activities, us or the machine?  Interestingly, Facebook informs their employees that “this journey is 1% finished” (Facebook 2016), reminding them that they’ve only begun to fulfill the mission to make the world more open and connected.

Personally, I use Facebook to post updates, photos, communicate with friends, follow pages of businesses and organisations, buy products and use it as a source of information.  Work wise, I maintain a Member of Parliament’s Facebook page as a Communications Officer.  I use the page to actively engage with electorate constituents and other followers to promote government initiatives, new legislation, political news and the MPs community work.  Shirky (cited in Hinton and Hjorth 2013) explains that governments are becoming interested in social media to engage more directly with citizens, and citizens are using social media to draw attention to local issues. This has proven to be true, in my case, as the MP’s page receives daily messages from constituents asking for advice or to report an issue. Even though the office receives inquiries through traditional communication methods such as mail and phone calls, Facebook is more increasingly being used to make contact.

I often consider the ethical and privacy implications of Facebook.  I have seen many dramas unfold right in front of me on my Iphone that have disastrously impacted other people’s lives.  If it wasn’t for this SNS, would any of these incidents actually ever happened? Probably not. Maybe the machine is using us….



Facebook Company Info 2016, Facebook, viewed 14 July 2016, https://newsroom.fb.com/company-info/

Hinton, S & Hjorth, L 2013, Understanding social media, Sage, London, pp 23-24.

Youtube 2008, Michael Wesch: The machine is using us, viewed 14 July 2016, https://www.youtube.com/watch?v=NLlGopyXT_g