Australia, like many nations, is in the throes of a content revolution. Viewing of content, both branded and unbranded, is over 10m viewers a month, representing approximately half the population with each of those people viewing over 100 videos a month. Driven by the proliferation of the second and third screen, Aussie's are downloading and watching content on their couch, on the bus or even, god forbid, on the toilet. As a result, brands are itching to create content to be viewed by their audiences. Australia is evolving with increased brand activity online, with the regulation being brought in line with other broadcast media. Australia is regulated by the body ACC and self-regulated by the Advertising standards board. Although commercial activity can be hard to distinguish, they monitor issues that are false and misleading: copyright, legal, matters of taste, safety and competition etc.

Beyond the legislation lies the challenge of creating content that cuts through, is sufficiently entertaining and holds the potential to go viral. Which is why we're so pleased with the results of our Expedia campaign.

Aussies loves to travel. They also love a bargain. We took this insight and then wrapped it in in a genre specific to the travel and leisure industry - the travel show. By using this as vehicle, we not only showed off our value for money credentials to travellers, we gave them genuine travel tips on how to spend $50 in one of the world's most popular travel destination - New York. Our subsequent promotion, where we asked people to tell us what they'd do with $50 in New York on Facebook, closed the loop by getting travellers to give us their travel tips. For the chance to win a $5,000 holiday, they responded in droves.

New York on $50 had a huge impact. We scored results that shook the travel category.- Expedia jumped from 4th to 2nd in the online travel rankings- Brand awareness increased by 112%- Flight bookings jumped up by 61% YOY (200% faster than the previous campaign)- Web traffic increased by 12.2% while it dropped 13.2% for our major competitor, Webjet- 6,070 ‘likes’ on Facebook with 1m+ post viewsBest of all, we’ve set up a campaign we can use again and again. So what will you do with your $50?