Branded Entertainment in Australia is regulated by The Australian Communications and Media Authority (ACMA) who work with the Classification Board to implement the Broadcasting Services Act (1992). The act promotes disclosure in branded entertainment and imposes restrictions to control offensive and illegal content.For online branded entertainment, hosting service providers are subject to the Internet Industry Association’s (IIA) Code of Practice and Content Services Code (2008). The online only content for this campaign was hosted exclusively on YouTube and was thus also subject to Google’s own Community Guidelines and Terms of Service.

The campaign fully leveraged owned properties with mentions across Google social accounts establishing the #voicesearch hashtag and TrueView pre-rolls maximising impact within the YouTube environment.Users submitted their own voice search questions through Tourism Australia’s social channels and other partners including Tourism QLD, Samsung and Sony Ericsson also joined the #voicesearch conversation.Celebrity Australian (Dr Karl) and International (Mike Elgan) influencers amplified the campaign and a forum discussion even emerged on the popular tech site Whirlpool.net.auMainstream news, tech and trade media picked up the campaign through PR and a social bookmarking strategy made the videos as findable as possible.

Through social media, we reached over 7.3m people.The target was to grow active weekly Android users by 5%. During the campaign, this usage increased by 9%, which was 180% of our goal.In just 14 days, the YouTube channel was no.1 in Australia, with over 3m views. By the end of the campaign, the number was nearly 5m.