In a world-first, McDonald's Australia via VML
Sydney is launching 'Snaplications' - a one-of-a-kind Snapchat Lens that
enables Snapchatters to apply for a job 'in a snap'.
7th April, Snapchat users will be able to utilise the branded Lens that
depicts the Snapchatter in uniform as a McDonald's crew member and
prompts them to then send a 10-second video submission to the McDonald's
Snapchat account. Once submitted, 'Snaplicants' will have the
opportunity to enter a more formal interview process - meaning with just
a snap Aussies could be on their way to the start of an exciting career
In Australia, Snapchat has over 4 million daily users and roughly 60% are
aged 18 - 34 years, highlighting the opportunity for McDonald's - the
biggest employer of millennials in Australia - to tap into the latest
technology trends. Lenses are a creative, animated way for Snapchatters
to express themselves.
Lenses appear when a Snapchatter taps on their
face in the app, offering them the ability to apply real-time visual
effects and sounds to their selfies.
Says Mark Wheeler, director
of digital, McDonald's Australia: "As a business, McDonald's is
constantly evolving its approach to digital technology, for both the
customer and our employees. Our priority is on delivering more easy and
enjoyable ways for people to interact with us so it made sense to engage
with young people on a platform we know they are on. The
'Snaplications' Lens is about giving young people the opportunity to
interact with us, on their terms."
Along with the unique Lens,
the digital campaign includes a series of video Snap Ads that reinforce
the opportunities associated with a career at McDonald's, with
cross-platform media support from OMD and PR from Eleven.
Aden Hepburn, managing director and ECD, VML Sydney: "As an agency, we
are always looking for new and creative ways to get more out of the tech
that's available to us. We're extremely excited to be leading this
innovative partnership between Macca's and Snapchat and developing a new
purpose for the platform."
McDonald's employs over 100,000
people across the country. Continuing to create on average more than
6,000 new jobs a year, McDonald's is always looking at innovative ways
to develop the workforce of tomorrow.