2011 MasterCard Internship program

Social Media

2011

MacLaren McCann
t: 416594600
e: mike.halminen@maclaren.com
w: maclaren.com

Executive Creative Direction: Mike Halminen Art Direction: Jeremy Lenz Copywriting: Sarah Deziel Creative Direction: Dave Stubbs Account Supervisor: Kobi Gulersen Account Director: Ryan Timms Copywriting: Sarah Deziel Ad Agency: MacLaren McCann Toronto

To help MasterCard find four university students for their summer intern program we created the “social interview.” QR Codes, short URLs and hashtags on campus posters and websites took students to riddles on Twitter, YouTube, Google Maps and Flickr. The answer took them to Facebook. And then to LinkedIn. They uploaded cover letters and creative “stuff” to demonstrate their marketing savvy. A shortlist was posted on Twitter and a formal interview workshop was held in Toronto. Within days over 600 highly qualified students were found - far exceeding client expectations.