In a world-first, McDonald’s Australia and VML Sydney have teamed up to launch ‘Snaplications’ – a one-of-a-kind Snapchat lens that enables users to apply for a job in a snap.
From today, Snapchat users will be able to utilise the branded lens that depicts 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 with the fast food giant.
Along with the unique lens, the digital 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.
Mark Wheeler, director of digital at McDonald’s Australia, said: “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.”
Aden Hepburn, managing director and executive creative director at VML Sydney, said: “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.”