McDonald's Australia launches world-first 'Snaplications' lens via VML Sydney

SNAP_Hero_Image2[2] (1).jpgIn a world-first, McDonald's Australia via VML Sydney is launching 'Snaplications' - a one-of-a-kind Snapchat Lens that enables Snapchatters to apply for a job 'in a snap'.

From Friday 7th April, 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 - meaning with just a snap Aussies could be on their way to the start of an exciting career at McDonald's.
SNAP_Infographic[2] (1).jpgIn Australia, Snapchat has over 4 million daily users and roughly 60% are aged 18 - 34 years, highlighting the opportunity for McDonald's - the biggest employer of millennials in Australia - to tap into the latest technology trends. Lenses are a creative, animated way for Snapchatters to express themselves. SNAP_Lens_Storyboard2[2] (1).jpgLenses appear when a Snapchatter taps on their face in the app, offering them the ability to apply real-time visual effects and sounds to their selfies.

Says Mark Wheeler, director of digital, McDonald's Australia: "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."

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.

Says Aden Hepburn, managing director and ECD, VML Sydney: "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."

McDonald's employs over 100,000 people across the country. Continuing to create on average more than 6,000 new jobs a year, McDonald's is always looking at innovative ways to develop the workforce of tomorrow.

9 Comments

moeny said:

"From Friday the 7th"... yes for JUST Friday the 7th.
A lens costs anywhere up to 50k a day, and you can't book consecutive days, in fact as far as I'm aware you have to wait weeks before you can book again.

Maccas doesn't review any job snap submissions, you still have to apply via the careers portal.

So really.. it's just a fun & expensive way to show you can work at Maccas... which to be honest, probably isn't all that bad - it's still branding I guess.

Cecil the Lion said:


I see you're trying to prepare a Cannes Lion Entry,
Would you like to start with an idea?

Nick said:

Correction to @moeny, the campaign runs for three weeks, with snapcodes triggering the lens through a series of digital and outdoor collateral.

Snapchat is not an idea said:

Everything that's wrong with this industry

One Snap Pony said:

It appears like all the work coming out of VML for Macas involves snappy. Innovation at its finest :/

FFS said:

Just what the world has been waiting for.

z said:

What a waste of money! Do the suits do the creative work at VML?

Dr Ad said:

One of the worst ideas this year. And there is hardly one in it.

OG said:

This is genius.

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