Greg Swan, vice president of social engagement at the Space150 advertising agency, said he was recently, giddily, dropping Lures at his Minneapolis offices, with good results.
One day, “we averaged people walking by to play every two minutes,” he said. “Two minutes!”
Along these lines, the agency has been advising its clients about Pokemon Go best practices.
“For our clients with a physical footprint (stores, restaurants, entertainment destinations), we are focused on how to use Lures and Pokestops to bring players in,” Swan said.
“Consumers are looking at social brands to be culturally aware and active, so it’s been fun to see companies experiment with joining in the fun.”
Just over three years ago I was on WCCO explaining that Snapchat was the next big thing. Fast forward to 2016, and it’s been pretty fantastic experimenting with how brands interact with consumers in the popular chat app.
Specifically, at space150 this year we ran our summer internship program through Snapchat. We were the first company to advertise jobs exclusively through Snapchat geofilters, and the results have been extremely successful.
Here are a few of the filters we blanketed 29 colleges campuses from LA to NY with…
And here’s some of the media buzz about the program…
The Next Web: Your Snapchat story could soon land you a job:
How a person comes across on paper and in person or on film can be very different so combining a social element with someone’s academic and professional record is a much better approach to getting a full picture of the individual. Here’s to hoping more companies adopt this application process in the future and ditch the age-old application forms.
Campaign/PR Week: Agency uses Snapchat geofilters to hunt for interns:
This is the first time the agency has dedicated the entire recruitment process to Snapchat. Greg Swan, vice president of social, public relations and emerging media, says the social-media platform is already a place where students connect with friends and influencers. For an agency that receives 100 applications for every open intern position, Snapchat makes it easier to find what Swan calls “thinkers, disrupters and visionaries.”
“Whereas using Twitter to recruit was a story in 2009,” he says, “today’s recruiting medium of choice for top social-minded candidates is Snapchat.”
Candidates are expected to create a “snap story” to promote one of space150’s clients, a list that includes Nike, Buffalo Wild Wings and American Express. But there’s a twist: the story should be targeted at audiences in the year 2020. The agency will review the stories after an April 10 deadline and top candidates will be interviewed for an annual program that begins in June.
Swan says, “We wanted to cut through the traditional intern outreach and make something that captured attention and catalyzed candidates to spread the word for us.”
Instead of relying on standard resumes and interviews, the agency is challenging candidates to create a Snapchat story for the Space150 client of their choice — for the year 2020.
And for our local CBS-affiliate story, we even geofilter bombed their office. Because that’s a thing you can do now…
“We are always looking for the next big thing, and to think about how we can connect with consumers in a channel that matters to them,” said Swan.
To-date we’ve received more than 115 Snapchat applications. More #’s soon.
And here’s a look at the intern program:
I was interviewed by the Verizon Wireless (client) team about my personal listening through technology habits this week…
“Spotify has changed my lifestyle,” he says. “I can see what my friends are listening to, the service will recommend albums and most importantly, I can access almost any album I want and stream it in its entirety with no ads onto my phone.”
Read the whole thing here:
#ThrowbackThursday: Evolution of Personal Music Tech.
This morning I caught a tweet from Steve Neuman asking news anchor Jason DeRusha about customizing WCCO’s popular “4 Things to Know” segment specifically for his life. The 4 Things segment has run for years and is a quick-hits snapshot of the news of the day.
I jumped into the fray listing my errands for the day: post office, city hall, bank and parent teacher conferences.
How would you feel to see your daily list of errands queued up with a professional broadcast news approach? Here’s the result:
Bob Collins at MPR almost immediately picked this up, citing Jason’s adorableness in turning around such witty and custom content so quickly.
What I think is most impressive is the fact these are posted on WCCO.com itself, with videos hosted on their video server, and all the standard advertising surround you would get with a “normal” story. These weren’t filmed with an iPhone or posted surreptitiously on YouTube. They were professional produced, titled and shared. This wasn’t an influencer campaign designed to draw clicks. But I’m driving clicks to it for the pure fact it’s so well done. Serendipity + quality content = attention.
This is just Jason doing what he does best: 1) Understand consumer culture and how social media works; 2) Understand how TV works; 3) Be clever; and 4) Knit those three together.
PS: I already hit the post office, bank and city hall. Parent teacher conferences aren’t until later tonight. I’ll let you know how that goes on the News at 10.