Spin Master tapped Doing Things Media, the company behind the Instagram meme sensations RadDad (1.7 million followers), NeatMom (1.1 million), Doggos Doing Things (2.1 million), and the aforementioned MCF (2.4 million) to amplify meme-based recruiting campaign for its games and puzzles division. Spin Master and creative agency L&C New York crafted the humorous ads that are behind what the company is calling “a hiring blitz.”
Doing Things Media will distribute Spin Master creative across its viral platforms that reach more than 60 million followers across 25 original meme brands on Instagram, Facebook, TikTok, and YouTube. Spin Master, which counts Rubik’s Cube, Hedbanz, and Jumani among titles in its gaming portfolio, is looking to attract top talent for its Games Pod: a new team that will be based in the company’s Long Island City, New York office. Members of the Games Pod will be tasked with supporting marketing efforts for puzzles and games and will be responsible for social content and community management, project management, growth marketing, design, and copywriting.
“We’ve done a total rethink of the recruiting process for our new Games Pod marketing incubator,” says Elizabeth LoVecchio, vice president, marketing and GBU Games, Spin Master, New York. “This campaign reaches candidates in their element on platforms where they spend time, using engaging memes that are culturally relevant and shareable. The content is designed to motivate people to submit an application, or tag a friend who fits the profile.”
The entire application process is meme-ified and gamified from front to back with prospective candidates ultimately led to workforspinmastergames.com to formally apply for a job.