Like many millennial, I am somewhat addicted to Snapchat.
The fact that you can send a 1-10 second photo or video to your friends and then have it delete means you can do crazy photos without having blackmail against you. Well for the most part.
However, one unexpected feature that came out last Friday was the new Maccas filter. This filter shows the user with a McDonalds ‘uniform’ – name tag and hat.
I was sitting around, procrastinating when I stumbled across this filter. At first I thought it was another sponsored filter, something many companies have done in the past. However, this was no movie ad.
This was a ‘Snaplication‘
This means that Snapchat users can apply for a job with the fast food giant through the app. After filming yourself for 10 seconds, the company reviews your ‘casual’ application and sends you to the McDonald’s hub to make a formal application. You still need to go through the traditional recruitment process, interviews etc, but this gives young people the motivation to apply for a new job.
McDonalds is the largest youth recruitment in the country. They employ about 106,000 people in Australia with 65% being under 18 years old.
Snapchat has more than 4 million daily users in Australia, with 82% being young people.
It makes sense that the two would combine forces to help recruit youths.
So what does this mean for marketers?
Snapchat is fast becoming a favourite for marketers as it has a high concentration of the youth audience.
For marketers hoping to attract the attention of youths, Snapchat does seem to be the place to be. However, it should be noted that more than 80% of Snapchat users between 18-24 skip ads. I for one never watch them. Snapchat is not a platform that users consume news on, instead its a place that users communicate with friends.
While this innovative way to get users to apply for a job may seem like a good idea on the surface, I wonder how successfully the campaign truly is. It doesn’t seem likely that many youths would follow through with their call to action, and instead just take a funny photo with the filter captioning it with ‘a glimpse into my future.’
That saying maybe I am just getting old and don’t understand the ‘youths’ of today.
So what do you think??
How successful do you think this campaign would be? Or would anyone actually apply on Snapchat??
Let me know in the comments below!
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