Snaplicants need only apply; Maccas recruits through Snapchat

Lindsay Bennett
By Lindsay Bennett | 7 April 2017

Forget only tapping social media to drive sales and boost brand engagement, McDonald’s is exploiting Snapchat to recruit the young of Australia.

The fast food chain has launched a Snapchat lens, which shows the user in a McDonald’s uniform and allows them to apply for a job by sending a 10-second snap to the fast food giant.

Once submitted, ‘Snaplicants’ will have the opportunity to enter a more formal interview process.

Along with the lens, the digital campaign includes a series of video Snap ads that promote the opportunities associated with a career at McDonald’s, with media support from OMD and PR from Eleven.

The initiative follows its brand campaign launched last year that aimed to find the next generation of employees with a series of TV commercials and digital content.


McDonald’s director of digital Mark Wheeler says the company is aiming to connect with younger generations in ways that make sense to the demographic.

“As a business, McDonald’s is constantly evolving its approach to digital technology, for both the customer and our employees” Wheeler says.

“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.”

McDonald’s has been a pioneer in using Snapchat in Australia, becoming the first brand to create a Snapchat Lens and also leveraging its vertical video ads.

VML Sydney MD Aden Hepburn, which works with the brand on its digital activations, says.“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 Maccas and Snapchat and developing a new purpose for the platform." 

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