MCDONALD'S麦当劳 《SNAPLICATIONS》
戛纳狮 - 移动类 - 银奖
我们创建了快照——即在10秒内改变麦当劳招聘的即时招聘程序。我们把Snapchat变成了麦当劳最大的招聘渠道，让青少年可以在不需要简历的情况下申请，只是个性。通过使用Snapchat的镜头，人们可以把自己变成麦当劳的一名员工，并告诉我们为什么他们会在10秒内成为完美的候选人。为了支持这一镜头，我们在Snapchat、麦当劳餐厅和主要的大学、学校和公共交通场所创建了广告，这些地点将会立即引起人们的拍照。
SNAPLICATIONS
MCDONALD'S AUSTRALIA | VML | 2017Mobile - F03 Co-Creation & User Generated Content
Execution
We created a Snapchat lens that put young people into a McDonald’s uniform – complete with hat and name badge, giving them a chance to see themselves as a potential crew member. All they had to do was tell us why they wanted to apply. The initiative was supported with a national Snapchat buy, giving the entire country access to an exclusive crew lens. Supporting snap ads, digital out of home and restaurant collateral also allowed them to instantly trigger a Snaplication by simply scanning the Snapcode with the Snapchat app.Recruitment messaging showcased a variety of reasons why young people should join the crew – from flexible work hours, a fun work environment, to progression and training opportunities, before encouraging them to join the crew in a Snap.
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