Australia’s biggest employer of millennials just made it easier to get a job.
Snaplications is a first of a kind Snapchat Lens that lets Snapchatters apply for a job with a Snap. The McDonald’s branded Lens shows 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 – which could be the beginning of a real career at McDonald’s.
Snapchat has over 4 million daily users in Australia. Approximately 60% are aged 18 – 34 years. This is a targeting opportunity for McDonald’s. McDonald’s employs more than 100,000 people across the country and creates, on average more than 6,000 new jobs a year.
Clearly, it also helps McDonald’s popularity among millennials to be up to date with the latest technology trends.
Lenses have become a cool way for Snapchatters to express themselves, allowing them to apply real-time visual effects and sounds to their selfies.
Mark Wheeler, director of digital, McDonald’s Australia, noted, “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.”
VML’s full digital Snaplications 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 executive creative director at VML Sydney, commented, “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.”