How can a brand inspire rather than dictate?

“We met loads of great

people, including the lovelies

from 1000heads and Tourism

New South Wales, who are

sponsoring the contest.

Here’s the deal: 6 weeks, 6

challenges, 20 blogger-types,

1 winner.”

http://sendmetos

ydney.wordpress

.com/2009/08/10

/how-it-begins-an

d-what-

it-is/

A how to…

The Awesome

Tour of Sydney

A campaign for Tourism New South Wales

Here’s our take…Here’s our take…

“I have really enjoyed being part of this whole competition... knew nothing about Sydney apart from the Bridge and the Opera house, before. I loved the fashion and culture challenges the most, I really want to visit Sydney now!”

Know your audience and what makes them tick

1

These are a few of The Awesome Tour of Sydney competitors during the first meet up… http://www.thenationallottie.com/2009/08/05/going-down-under-week-1/These are a few of The Awesome Tour of Sydney competitors during the first meet up… http://www.thenationallottie.com/2009/08/05/going-down-under-week-1/

Encourage them to connect with each other, not just with you

2

Guide and stimulate their creativity

3

But give them ownership

4

Promote collaboration with their community

5

Showcase the ace and the awesome(we set up a Tumblr to aggregate content)

6

THE RESULTS:

477 unique episodes of word of mouth across 25

unique venues and participants had 86,000+ people

viewing their content

“Thank you all for reading,

for contributing with

comments, ideas, drawings,

laughs, and support.

Thanks to the fantastic guys

at 1000heads and Tourism

New South Wales for

coming up with this crazy

idea, and then inviting me

to be a part of it.”

http://sendmetosydney.wordpress.com/2009/10/07/the-final-

challenge/www.1000heads.cominfo@1000heads.com+44 203 206 2000