Making tracks in social media

The tourism Australia “making tracks” campaign just won the 2011 IAB award for social media marketing and picked up best in show at the same time.  The campaign is now shortlisted for the US IAB MIXX Awards.

The Youtube Symphony Orchestra was a unique opportunity to put Australia on the map for a night! The 2009 edition at New York City’s Carnegie hall sold out instantly and generated 15 millions YouTube views on the date.

What was smart from Tourism Australia was to not only leverage the final event at the Sydney opera house and broadcast it on TV or make a beautiful ad out of it but to get the participating musicians to visit Australia! The “making tracks” idea was to pair up one Australian and one international musician and send them to stunning places around Australia to write music based on their experience! We would all agree that Australian landscapes are breathtaking and magical… using them as a source of inspiration for artists coming from all over the world was a great way to associate the YouTube Symphony Orchestra and Tourism Australia! 

 The concept had double benefits for Tourism Australia; at the end of the campaign they had produced:
1/beautiful music tracks
2/ unique branded content

This is episode 1:
 

Very smart indeed when you know that:
1/ most users turn to social networking for exclusive information and not only for commercial offers/freebies
2/ visuals are one of the most powerful triggers for travel!

To me the success of the campaign lies in a very simple insight: you can’t go wrong when you produce quality content!

 But quality content is only the beginning of the story, what made it a success (once again simple but powerful) was the paid & earned distribution strategy of this content. 

The 4 short movies were released one after the other to build momentum towards the final YouTube Symphony Orchestra event at the Sydney opera house on March 20th 2011.

For maximum viewership the episodes were first released on the Tourism Australia website, branded YouTube channel and Twitter feed. Users were invited to engage with interactive features on the Facebook page and via the YouTube Symphony Orchestra portal. The musicians themselves were blogging/tweeting and Facebooking about their Australian journeys. It was authentic and real, so the audience was ready to carry it! Because it was content, and not ads, global media platforms also picked up the films… and here you are, that created the amazing ripple effect that we know: 2.7 million episode views and Australian version of the YouTube Symphony Orchestra final concert generated a record high 33 million views globally! What a great exposure for Australia as a tourist destination!!

Congrats to everyone involved in this campaign for beautiful ideas, music, people and places together!

Good luck in New York!

Marie Sornin