With the recruiting period approaching, Isentia Two Social was approached by a professional services firm to create a campaign targeting STEM graduates – those with skills in Science, Technology, Engineering and Mathematics.
The campaign needed to engage new grads as well as future grads who would share with their friends and leave them with a positive experience of the brand, and awareness of the variety of roles available at the firm. The campaign was to be primarily driven through Facebook, however needed the flexibility to be used at live events such as expos and career campus days across the recruiting period.
Working with the firm’s brand and graduate teams, Isentia Two Social created an interactive game that echoed Where’s Wally?, but instead of finding the infamous stripey male icon, the gamers had to select a STEM category and find those objects. For example, if they chose Science, players had to find symbols like a Wi-Fi signal or a falling apple, demonstrating gravity.
A time cap was set and, if players found the objects or objects or time ran out, scores were tallied and an arcade-like scoreboard was offered to the player to save their score, share and challenge friends to beat them (via social share buttons) as well as the opportunity to enter the competition to win the overseas experience. Or for those who are more competitive or wanted to reach the top ’10’ for a better chance in the competition, players could play again, try another STEM category, or play them all and enter the competition repeatedly.
The game also featured information about the work the graduates could do in the STEM fields at the professional services firm, and sent interested parties off to its website to learn more about the company, how to apply for opportunities and what else was on offer for an employee.
Released over a long weekend, the game went extremely well, taking advantage of students potentially looking for distractions at family gatherings.
- Total games: 6066.
- Total competition entries: 690.
- Facebook advertising.
- The game reached 370,355 Australians with an average CTR of 0.8%.
- 389 page likes, 30 comments, 13 shares, 4850 website clicks and 410 page likes.