In 2009 Tourism Queensland ran one of the most successful UGC Video contests of all time, receiving over 34,000 user generated videos from over 200 countries and an estimated $260M in earned media content. In order to create international awareness for the Islands of the Great Barrier Reef, Queensland Tourism & SapientNitro created “The Best Job in the World” campaign. People were invited to submit a 60-second video audition to be considered to be hired as a caretaker on Hamilton Island, a six-month position with an $150K AUD contract. Rather than spending money on ads, they posted the job in classifieds throughout the world. The campaign received international attention as over 46k news sites around the world covered this outrageous and first-of-a-kind campaign.