I have played a very small part in an interesting marketing experiment that might be a good lesson for how agencies could leverage some of these new marketing tools.
A little background — I ran into my neighbor and friend, Randy Elrod, and his wife, Chris, at a local Mexican restaurant last week. They asked us (my daughter Stephanie) to join them and during the conversation I found out they were strategizing on how Randy could win a contest to land his dream job.
Murphy-Goode is a family-owned winery located within Sonoma Country’s Alexander Valley. They decided they wanted to leverage Web 2.0 tools to promote their wines to a wider audience. They wanted someone who really knows blogs, Facebook, Twitter, and YouTube to get the word out about their wines. Randy is that person. He has taught me a lot about using social media.
To find just the right person, Murphy-Goode created a contest. They have asked each applicant to create a 60-second video and upload it to the contest site. They are then asking each applicant to demonstrate their social media influence by having their friends and followers vote for their video. Getting the most votes doesn’t guarantee a job, but it does help get an interview — the next step in the process. They will pick 10 people to interview and from them select the final candidate. The winner will live at the winery (at no cost) for six months and be paid $10,000 per month. The title of the position is: “Murphy-Goode Wine Country Lifestyle Correspondent.”
We talked for a while and brainstormed on what his 60-second video should look like. They invited me to their house the next night to participate in a tasting of all of Murphy-Goode’s wines. Randy wanted to make sure he liked the wines! So we tasted eight bottles ranging from white to red. I was glad I could walk home!
My small part is during the tasting they shot some video for background and I am in the final video he submitted to Murphy-Goode. Well, at least the back of me is in the video.
I want to help Randy, and you can help as well. Why would you do this? Because it is an opportunity for you to experience firsthand how you might be able to use social web tools in your agency.
Here is your part. Please take 70 seconds to complete these four simple steps:
- Watch Randy’s very cool video on the Murphy-Goode website.
- Enter your email address to vote for Randy.
- Wait for the verification email and click on the link inside the message body. Note: Your vote will not count until you do this!
- Tweet this post or mention it on your Facebook page, or anywhere else you might have some connections.
That’s it. Pretty neat little experiment, huh? Not only is Murphy-Goode getting hundreds of thousands of dollars in free publicity, they are using the tools they want to develop to find just the right person for the job.