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Best job in the world — take two

October 26, 2010

If I was offered a fully-furnished apartment in New York City, $1,000 a month clothing allowance, VIP passes to fashion shows in NYC, Milan, Paris, a generous $100,000 compensation check, and last but not least “the time of my life,” I would start blogging about fashion too. And that’s exactly what Sunglass Hut is offering with their new job opening for a Full Time Fabulous blogger. All you have to do is live in the U.S. and simply submit a 60 second video about yourself. Then, the rest of the world, who isn’t fabulous enough to apply, gets vote and decide on who will get the position.

They are looking for someone who is enthusiastic about fashion, has a passion for blogging, likes to socialize, and loves their sunglasses. The title of this job opening is full time fabulous, and as mentioned before the benefits are not too shabby including a nice apartment in Manhattan, and a pretty sweet lifestyle. Now, all they are looking for with this campaign is exposure, and more hits on their website and social media sites. Now why don’t they just advertise more? or maybe do social media giveaways, right? Isn’t that a little cheaper?

Well, I’ll tell you why. doesn’t this sound a little familiar to you? Think back, an amazing job posting, video submissions, amazing compensation, and the audience gets to pick the winner? Hmm, it sure does to me.

Remember this, Best Job in the World by Tourism Queensland who received 8,465,280 unique visits after launching the campaign. Do you think they inspired Sunglass Hut’s Full Time Fabulous campaign? I think so. Their campaign was beyond successful. Within 48 hours, the unique campaign, received 7,500 online applications, and in the end, 34,000 applications were submitted from 197 countries around the world. All you had to do was submit a 60 second video explaining why you should get the job. You can check out who won the competition, and their blog here.

Has it hit you yet? Of course Sunglass Hut is looking for the same exposure and success, as Tourism Queensland had with their campaign.  But will they do it? Will an apartment in Manhattan compare to living in an ocean front villa on the Great Barrier Reef? I don’t think so. But I’m sure they will get a lot exposure. Also, this is a great way to engage their audience. They’ve hired Rachel Bilson, from The O.C., as their spokes person, which will only create more buzz for their brand. Thankfully for Sunglass Hut it’s all very well packaged, and who doesn’t want to be full time fabulous?

It’s safe to say that Sunglass Hut doesn’t get any points for originality, but we’ll give them some points for trying. In this day and age, brands need to be tech-savvy, know where their audiences are and what they are doing. And with campaigns like this, you’ll only succeed. In my Digital PR class we have discussed that marketing and PR are moving from mass to niche, so focusing on 20 percent of their audience, which according to the 80/20 rule, is the audience who is generating you business. So if the campaign doesn’t bring in thousands of new customers, they will definitely engage a major part of their audience, that will then create a sense of brand loyalty amongst them and last but not least, it creates a mutually beneficial relationship between the brand and its publics. All in all, they were smart to follow Tourism Queensland’s lead, but maybe they should of been smarter and created a whole new concept that would lead to new buzz.

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