Mark Osmun, PR director for Murphy-Goode Winery, recently discovered the payoff for stirring consumers' competitive – and creative – spirit. Earlier this year, Osmun crafted the “Really Goode Job” campaign that invited users to submit 60-second videos on why they should be considered for a newly created “lifestyle correspondent” position at the winery.
“Before the campaign, most people hadn't heard of us,” he recalls. “But we were able to define our brand through this.”
Since Tourism Queensland ...