Mars’ latest Tweetshop campaign attracts even more graduate applications
8 April 2015
A promotional push involving graduates dressing up as characters from Mars adverts has helped the food company’s latest Tweetshop campaign deliver 42% more graduate applications compared to last year’s effort.
Thu, 9 Apr 2015
A promotional push involving graduates dressing up as characters from Mars adverts has helped the food company’s latest Tweetshop campaign deliver 42% more graduate applications compared to last year’s effort.
The firm’s third annual campaign, launched in February, encouraged students across the country to ‘tweet for treats’ using the #marstweetshop hashtag, for codes to unlock prizes from a bespoke vending machine.
Andrew Sharp, Mars UK graduate talent manager, told Recruiter over a like-for-like period covering the run of the campaign from September to April Mars received 1,980 graduate applications in 2014 but had attracted 3,432 this year.
“For every university, we did pre-marketing events in the lead up to that. We were at universities within five to 10 days prior to the event.
“We had our graduates dressed up as the various brands and characters that we sell. So we had someone dressed as the red M from M&M, we had someone dressed as Papa Dolmio from the Dolmio adverts and we had one of the Starburst characters,” he added.
“They were there in life-sized costumes engaging with students, turning heads and ultimately having a conversation with students.”
Mars recruited 30 graduates in the UK last year and plan to take on 45 this year.
This year’s Tweetshop campaign visited Nottingham, Exeter, Leeds, Manchester, Birmingham and Bath Universities, as well as the London School of Economics, and called on students to test their collaborative and team working skills.
Tasks included a dance-mat challenge for two people that drove the speed of a conveyor belt of products. One took to the dance mat while their friend then needed to remember as many products as they could against the clock. The pair that remembered the most products won a range of Mars confectionery as well as the chance of the trip to New York.
The firm’s third annual campaign, launched in February, encouraged students across the country to ‘tweet for treats’ using the #marstweetshop hashtag, for codes to unlock prizes from a bespoke vending machine.
Andrew Sharp, Mars UK graduate talent manager, told Recruiter over a like-for-like period covering the run of the campaign from September to April Mars received 1,980 graduate applications in 2014 but had attracted 3,432 this year.
“For every university, we did pre-marketing events in the lead up to that. We were at universities within five to 10 days prior to the event.
“We had our graduates dressed up as the various brands and characters that we sell. So we had someone dressed as the red M from M&M, we had someone dressed as Papa Dolmio from the Dolmio adverts and we had one of the Starburst characters,” he added.
“They were there in life-sized costumes engaging with students, turning heads and ultimately having a conversation with students.”
Mars recruited 30 graduates in the UK last year and plan to take on 45 this year.
This year’s Tweetshop campaign visited Nottingham, Exeter, Leeds, Manchester, Birmingham and Bath Universities, as well as the London School of Economics, and called on students to test their collaborative and team working skills.
Tasks included a dance-mat challenge for two people that drove the speed of a conveyor belt of products. One took to the dance mat while their friend then needed to remember as many products as they could against the clock. The pair that remembered the most products won a range of Mars confectionery as well as the chance of the trip to New York.
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