“The campaign has largely relied on public relations and social networking activity,” Boyle said after announcing the finalists. “It's captured the imagination of the world and to date it's generated more than $70-million in publicity value.
Applicants relied on Youtube to post their application videos and Facebook and Twitter to rally support making the experience a truly social campaign.
According to the Globe and Mail "Eleven finalists will be flown to Hamilton Island for interviews before a winner is selected this summer. Queensland tourism officials will select 10 finalists and public voting will determine the final candidate. Voting ends March 24. After the first days of voting, a finalist from Russia is in the lead, followed by Canadian Mitch Moffit, a contestant from Guelph, Ont."