AJ Hackett Bungy New Zealand Marketing Better Than any Best Job in The World Campaign

On Thursday last week we launched a new website for AJ Hackett Bungy New Zealand customers. The website (currently only available for customers at the Nevis site in Queenstown) is called Ididit and is for the sharing of customers photos and videos. The strategy behind this website is in my opinion simply fantastic. On the back of the multi-million dollar Nevis ARC development AJ Hackett Bungy New Zealand were looking to offer their customers something more than just the normal three photos and a video experience that has become the norm from tourism operations. The first step was a huge investment in new multi-media equipment and new filming and photo positions.

The second step was the development of the Ididit website. The premise of the Ididit website was to make it easy for customers to view their media online and then share it with family and friends. Instead of just the standard few minutes of video and the three photos the customer actually gets all their photos taken at the site (up to 10) and all their cutting floor video – plus a host of cool intros and outro shots and images. For the customer they then have a complete story with which they can share with friends and family.

The actual sharing of the content is the most important part in this whole development. AJ Hackett Bungy New Zealand recognise that the best marketing they have is the customers who enjoy the awesome adrenaline experience as well as the extremely slick customer service and safety attitude of the business. The Ididit website gives customers the tools to actually share their media at the click of a button via email and through exporters to Facebook, You Tube, Vimeo, Flickr, Picassa and so on.

Xebidy also used the Roxio Photoshow API to give users something extra special. Using Photoshow customers can mash their photos and videos with the Bungy supplied media to create their own slideshows with music and cool transitions and cute animations. Those Photoshows can then be exported to social media websites.

The whole “Best Job in the World” phenomenon and the subsequent run of ‘post a video of you on You Tube – and we will give you free travel to write content for us’ has become somewhat tiresome in travel industry. The strategy is completely understandable – get customers to produce legitimate independent content that they subsequently share across as mediums as possible to help you market your product. However, in my opinion Tourism Queensland cleaned up the market with their Island Job promotion and all the subsequent imitators are really taking the shine off it. AJ Hackett Bungy New Zealand’s approach to the market however is refreshing and amazingly innovative. Rather than bribing or forcing a select few to create canned content that might spread virally the Ididit website simply gives the customer the tools to do the sharing of the content themselves. For probably one tenth of the cost AJ Hackett Bungy New Zealand have created a viral social media marketing tool that will continue to grow for years to come and will spread across all social media indefinitely.