The Brief
To create an online campaign aimed at challenging students negative perceptions of a career in the service industry and to promote the results of a piece of research from the Work Foundation.

The Strategy
We created an online viral game called "Job Snob Challenge" which measured students snobbery in a light hearted way. This game was supported by a microsite which highlighted some of the opportunities available within McDonalds.

The microsite also allows students and graduates to join a "talent database" allowing McDonalds to build a relationship with them over a period of time and approach them when suitable vacancies arise within the organisation.

www.jobsnobchallenge.co.uk