************************************************* What great day for Hardy! What he does not know is that the job ended the day he got the call! This job search was not about finding the one. The campaign achieved its objective as MG says by earning $7 million in free publicity for a cost of $60000 plus a little spent for the search campaign. And they will earn more free publicity (worth millions) in the years to come. MG name is a brand worth some money without a winery or a good product. Enough people (not that it was a few before) remember MG name amicably now to push the sales steady for a very good while. Congratulations to Hardy Wallace but remember MG cares very little what he has to say. The battle is won already without his help. (And Hardy commented on this post when appeared on posterous.com http://mylifeasacush.posterous.com/murphy-goode-hires-hardy-wallace-as-wine-life )
Wallace, an accredited sommelier, musician and blogger, was chosen out of 2,000 applicants to promote and raise awareness of the winery using social media sites such as Twitter and Facebook.
The California-based winery’s highly publicised three-month recruitment campaign required candidates to submit one-minute videos (that were posted on the company’s website) and participate in individual and group activities.
‘We were inspired by the great success of the ‘best job in the world’ job offer run by the Queensland, Australia’s tourism office,’ said Murphy-Goode spokesperson Mark Osmun.
‘No bones about it, we were aware our campaign would generate a lot of publicity, but we didn’t know just how much.’
The winery claims the campaign has resulted in 300m page impressions and generated more than $7m (£4.2m) in publicity, as well as an increase in orders from distributors and retailers.
Hardy Wallace will move from Atlanta, Georgia to take up the six-month, $60,000 (£36,000) assignment.
‘I think the winery realized the social media is happening with or without them and they wanted to be in it. It’s infectious, vibrant and contagious – more so than conventional media,’ he added. He said he plans to use video, Facebook, livestream video, and other social media vehicles in his new position.
Murphy-Goode’s campaign drew criticism for enticing viewers to vote for their favourite candidates but ignoring the people’s choice, Martin Sargent.
Questions were also raised about the whether the winery should conduct the campaign at the same time as making dramatic cuts in staff.
Murphy-Goode is among the first wineries – along with Hahn Estates and St Supery Vineyards – to employ someone specifically to focus on social media.
St Supery recently hired Rick Bakas, one of the top-rated applicants for the Murphy-Goode job, for a similar position.
Lesley Russell, St Supery’s vice president for direct marketing and sales, said she watched the Murphy-Goode campaign closely and talked to three of the candidates.
‘The old ways of marketing have run their course and we’re looking to reach consumers where they’re spending more of their time – in online communities like Twitter and Facebook.’