McDonald's Digital, Case study Snaplications by VML Sydney

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Industry Fast food
Media Digital, Interactive & Mobile, Case study
Market Australia
Agency VML Sydney
Executive Creative Director Aden Hepburn
Creative Director Matt Geersen
Senior Copywriter John Gault
Released October 2016


Cannes Lions 2017
Mobile Social: Co-Creation & User Generated Content Silver Lion
Mobile Social : Targeted Communication Silver Lion
Mobile Social : Social Business Bronze Lion
Mobile Social : Social Trends Bronze Lion

Credits & Description

Agency: Vml
Brand: Mcdonalds Australia
Country: Australia
Entrant Company: Vml, Sydney
Advertising Agency: Vml, Sydney
Media Agency: Omd Sydney
Production Company: Vml, Sydney
Additional Company: Mcdonalds, Thornleigh
Executive Creative Director: Aden Hepburn (Vml)
Creative Director: Matt Geersen (Vml)
Senior Designer: John Reyes (Vml)
Strategy Director: David Di Veroli (Vml)
Senior Strategist: Louise Peacock (Vml)
Senior Copywriter: John Gault (Vml)
Senior Account Director: Simon Kawaguchi (Vml)
Senior Account Manager: Ellyn Dupuis (Vml)
Social Strategist: Christian Love (Vml)
Motion Designer: Joseph Harper (Vml)
Global Chief Creative Officer: Debbi Vandeven (Vml)
Senior Producer: Alex Lambert (Vml)
Lead Producer: Rebeckah Bakouris (Vml)
Junior Designer: Pippa Haines (Vml)
Community Manager: Rebecca Tannous (Vml)
Community Manager: Luke Poat (Vml)
Community Manager: Christophe Blanchys (Vml)
Website URL:
McDonald’s is typically an entry way into the workforce, meaning applicants generally have no prior work experience. The concept of a traditional resume is irrelevant for most young people given all they have to sell themselves on is their personality. Coupled with the insight that young people are used to doing everything instantly these days, talking, sharing, even finding love; we thought why should applying for a job be any different?We identified Snapchat as the perfect place to reach young people, they had already moved away from mainstream networks like Facebook in favour of more instant 1:1 communication – and the ability to showcase their personality using a Snapchat Lens tapped into behaviour that was so deeply ingrained within them – it was a natural fit.
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.
Campaign Description:
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, allowing teenagers to apply with a snap – no cv’s, just personality.Using a Snapchat lens, people could transform themselves into one of the McDonald’s crew, and told us why they’d be the perfect candidate in under 10 seconds.To support the lens we created ads across Snapchat, McDonald’s restaurants and major universities, schools and public transport locations that would trigger a snaplication instantly.
The results were astonishing, in both recruiting young people to work for McDonald’s and creating massive amounts of earned media for McDonald’s Australia – helping to shift perceptions of the brand and positioning them as an innovative employer.-In the first 24 hours we 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-Our lens exceeded Snapchat’s benchmarks by more than double-1.5 years worth of playtime with the Snapchat lens
McDonald’s hires a staggering 30,000 young people every year, but attracting them was becoming harder than ever. Outdated hiring practices that didn’t resonate with their core audience of young people, coupled with a perception problem in which 75% of Australian’s didn’t see McDonald’s as a “cool” place to work, meant it was a struggle to fill the vast number of roles available. Our brief was to find a way to reach potential new young employees and get them excited about the possibility of working at McDonald’s. We had two key objectives:-Increase the number of McDonald’s employee applications.-Change the perceptions of young people about working at McDonald’s.