R/ga Viral, Promo THE SOCIAL INTERVIEW by R/GA New York

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Industry Advertising agencies, Business equipment & services, Advertising & Communication
Media Viral, Promo & PR
Market United States
Agency R/GA New York
Producer Christina Guarino
Released March 2011


Cannes Lions 2011
Cyber lions Viral Marketing Bronze

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: R/GA
Agency: R/GA
Date of First Appearance: Mar 4 2011
Entrant Company: R/GA, New York, USA
Entry URL: http://internships.rga.com/
Associate Creative Director/Interaction Design: Joo Youn Paek (R/GA)
Senior Interaction Designer: Andrew Mercando (R/GA)
Junior Copywriter: Morgan Doff (R/GA)
Copy Intern: Will Binder (R/GA)
Associate Creative Director/Visual Design: Leif Abraham (R/GA)
Associate Creative Director/Visual Design: Christian Behrendt (R/GA)
Visual Intern: Jared White (R/GA)
Senior Technical Director: Keath Chan (R/GA)
Open Standards Developer: Andrei Rosca (R/GA)
Producer: Christina Guarino (R/GA)
Media placement: Website - Www.internships.rga.com - March 4, 2011
Media placement: Facebook Walls - Facebook - March 4, 2011
Describe the objective of the promotion.
Ever Googled yourself? Your prospective employers are doing the same - and checking out your tweets, status updates, and photos. Of course, you’re most likely finding out about them too. The age of social media demands transparency. It also presents opportunities for those fluent in the rules of the game.
We wanted to try a new kind of job interview: The Social Interview.
Describe how the promotion developed from concept to implementation.
Here’s how it works. We asked summer internship candidates to allow us to post three questions to their Facebook wall - not for them to answer, but for their friends to answer. It was a test, to see who could rally their social networks, and it gave us a more complete picture of the candidates than the traditional approach of just interviewing them individually.
Explain why the method of promotion was most relevant to the product or service.
It can be easy to bend the truth in a one-on-one interview, it’s not so easy to convince your friends to do it in public, where everyone can see and comment.
Describe the success of the promotion with both client and consumer including some quantifiable results.
With thousands of answers posted, we discovered some of the most young, social media savvy minds around. Through the power of the crowd, The Social Interview paints a more complete picture of a candidates’ skill set, and created a more insightful and informed way for companies to find the best match. In the end, The Social Interview showed us just how much a résumé leaves unsaid, and what social media holds for the future of recruiting.