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A Really Goode Job is a Phenomenal Campaign (Murphy-Goode)
By: Jeff Louis
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Beyond Madison Avenue requested submissions on progressive action in trying times, and the response thus far has been respectable. There really isn't a choice left to agencies; stealing the title from a book by Timothy Labadie, it's time to Evolve or Die

Truth be told, the industry may never recover. This week, the PricewaterhouseCoopers' (PwC) Global Entertainment and Media Outlook: 2009-2013 report was released. It states that PwC doesn't foresee ad spending returning to last year's levels until 2013 (still $15 billion down), and although the levels may return, the media mix is likely to look a lot different. Online advertising is expected to increase to nearly 25% of ad spending (currently at 18%), while newspaper and magazine are expected to lose the largest market share. The report stated that TV ad sales may take a hit as well.

With the future looking so dingy, it's refreshing to see bold thinking from unexpected sources. Today marks the last day for a single job posting at the Murphy-Goode Winery in Healdsburg, California. The winery has two requirements for the ideal candidate: an obsession for wine and expertise in Web 2.0. The chosen hire receives a 6-month position at the winery, including accommodations, and a $10K/month salary. Pretty dang good bank for a Social Media expert that's a lush.

The job's duties?

Explore the vineyards and surrounding areas. Discover what the Sonoma area has to offer
Taste over a hundred wines and meet the local populace during tastings
Increase knowledge of wine by learning the winemaking trade and speaking with vineyard experts
Work with winemaker David Ready, Jr. to create a new wine commemorating the job experience
File reports on things experienced using a blog, photo diaries, Twitter, Facebook, and YouTube
To qualify for consideration, applicants have to make a 60-second video and upload it on Youtube. As of 8:30PM, Friday, June 19th, two hours remain to turn a video in to YouTube. The total number submitted thus far on the Murphy-Goode site sits at five hundred and forty three, while YouTube shows an astonishing seven hundred and sixty one. The video with the most number of views was submitted four days ago and has been viewed over 22,000 times. The video below has the second highest number of views on YouTube, but shows up in the number one slot on the Murphy-Goode website (which is the reason it was chosen).


To see all of the videos available for viewing on the Murphy-Goode site, A Really Goode Job.

The campaign began on April 28, 2009, and has generated an interest level and a following: anyone visiting the site is allowed to view the videos and vote on their favorite contestant. Final applicants must be available to attend a 5-day interview on July 14th and the winner will be chosen July 21st, 2009. The position begins August 15th.

The ingenuity and creativity of the campaign, in combination with selectivity (one of seven-hundred) guarantees Murphy-Goode an outstanding list of final candidates. But the real story lies in the additional PR, newspaper stories, and Social media buzz: to date, there were sixty one news articles (picked up by Google Search) in the past month, which includes large metro papers like The Sac Bee, The LA Times, and The NY Times. Add that to over 627 mentions (Socialmention.com) on blogs, Twitter, Facebook, etc, and that's quite a bit of buzz surrounding a single job opening.

And that, fellow advertisers, is progressive thinking at its finest.

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About the Author

Jeff Louis: Media Planner, Brand Project Manager, blogger, and aspiring writer. Please leave a comment or get in touch with Jeff on Twitter. As always, thank you for reading!

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