Mobius Awards’ Lee Gluckman delivered awards and a review of 2017 Best of Show winners at VML offices in Sydney, Australia, May 28. The event honored the agency’s three top wins for “Snaplications.” The digital app revolutionized job applications for McDonald’s Australia. VML’s project received Best of Show-Digital/Mobile for unique use of media and also won two First Place awards in the overall competition, in Social Media Marketing and in Digital-Mobile.
Here is how the project is described by VML:
McDonald’s is Australia’s biggest employer of young people, giving thousands of kids each year their first real job. It’s often a first step into the workforce for young people, meaning applicants generally have no prior work experience, and the concept of a traditional application is irrelevant given all they have to sell themselves on is their personality.
So to find the next generation of McDonald’s crew members, we turned their favourite social channel into McDonald’s biggest recruitment channel.
We created Snaplications – the instant job application that changed the face of McDonald’s recruitment in under 10 seconds.
We turned Snapchat into McDonald’s biggest recruitment channel, and allowed teenagers to apply for a job in a snap, no resumes – just personality.
Using a Snapchat lens, people could transform themselves into one of the McDonald’s crew, and tell us why they’d be the perfect person to join the team in 10 seconds or less.
To support the lens we created ads across Snapchat, McDonald’s restaurants and major universities, schools and public transport locations that could instantly trigger a snaplication.
Results: In the first 24 hours, the effort received nearly 3,000 snaplications – 4x higher than traditional methods gathered in a whole week. Within days we had already hired real young people into positions at McDonald’s. “Snaplications” received global media coverage across Australia, USA, UK, Germany, France, Canada, Spain and many more. An estimated reach of 312M+ people in 3 days.