Want to play board games for a living? Apply for a dream gig at Spin Master

by Mary Couzin | 2021-07-21

We at POP just received the following innovative recruiting press release. If interested, please apply on their webpage https://www.workforspinmastergames.com/.

Spin Master Uses Creative Meme-Based Recruiting Campaign To Land Game Lovers for New Games Pod Marketing Team

Leading global children’s and family entertainment company Spin Master is taking a creative new approach to attract talent to its innovative new games pod which will support marketing for the games and puzzles division, launching a meme-based recruiting campaign that targets those who were or became board game and puzzle enthusiasts in the past year while at home during the pandemic. The outside-the-box recruiting initiative, developed by Spin Master and creative agency L&C New York, is part of a hiring blitz designed to reach these candidates.

Spin Master, known for game brands such as Rubik’s Cube, Hedbanz, Jumanji, Upwords and many others, is using the campaign to attract talent to its innovative new games pod, a team that will be based in their Long Island City, NY office. The group will support creative marketing efforts for games, and be responsible for social content and community management, project management, growth marketing, design, and copywriting.

How it works

To arrive at attention-grabbing memes and reach for the campaign, Spin Master partnered with Doing Things Media, creators of some of the internet’s most viral memes and videos curated daily to an audience of more than 60 million followers across 25 original meme brands on Instagram, Facebook, TikTok, and YouTube.
Spin Master recruiting memes take a casting call approach: post-pandemic, it’s time for game lovers to put their newfound skills or long-time passion to work at a dream job with one of the world’s leading gaming companies.
Initial memes include uniquely created content to connect in relatable ways to hook board gamers who follow each channel.
One meme pictures an attentive dog sitting at a game of Jumanji with the line “If you made your dog play board games with you during the pandemic, then we have a job for you”; another features a computer desk made out of stacked board game boxes and reads “Some of y’all are tired of working from home, I’m just getting started”.
Spin Master recruiting memes will run on Doing Things Media Instagram accounts including MiddleClassFancy (2.4 million followers), RadDad (1.7M), NeatMom (1.1 M), and Doggos Doing Things (2.1M).
Clicking through the meme leads to a landing page that links you to the application pages.
Games enthusiasts can apply July 21 through August 13, with the hiring blitz expected to result in the new team being in place by early September. Applicants can also add more personality to their submission by submitting via TikTok Resumes, where Spin Master is a founding partner and the program’s only gaming company.

Why memes?

The campaign comes at a time when talent is increasingly hard to find, and the traditional hiring process is in need of reinvention. As many industries rebound from the pandemic, companies are looking beyond traditional recruiting methods in order to compete for the right people.

According to Instagram, meme content gets shared seven times more than non-meme content on their app. GWI reports memes and funny content are the second-most desired form of influencer content by U.S. social media influencer followers, and social media users (especially Millennials and Gen Z) have been sharing more memes as a result of the global pandemic.

Spin Master went to the experts at Doing Things Media to execute and use their reach to meet the next generation of games pod team members where they live online. DTM has worked with brands including AB InBev, T-Mobile, Activision, Hulu and others.

Quotes:
Laura Henderson, EVP, Marketing, Spin Master, Toronto:
“After the past year spent at home, a whole new cohort of board game and puzzle enthusiasts has emerged. This meme-based campaign is designed to hit home with these new puzzlers and gamers and make them think “that’s so me”. We’re deliberately looking to reach those who never imagined they’d find a dream gig combining their digital media skills and new love of games.”

Elizabeth LoVecchio, VP, Marketing & GBU Games, Spin Master, New York:
“We’ve done a total rethink of the recruiting process for our new Games POD marketing incubator. 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.”

Gian Carlo Lanfranco, CCO/Co-Founder, L&C New York (formerly Lanfranco & Cordova):
“The idea honors the original gamers — those who are obsessed with classic board games, puzzles and brain pushers — and lets them know there’s a perfect gig for them and their gaming skills at Spin Master. This memes campaign is a whole new approach to reach that audience with content that really resonates with them.”

Spin Master Corp. (TSX: TOY) is a leading global children's entertainment company creating exceptional play experiences through a diverse portfolio of innovative toys, entertainment franchises and digital games. Spin Master is best known for award-winning brands PAW Patrol®, Bakugan®, Kinetic Sand®, Air Hogs®, Hatchimals®, Rubik's Cube® and GUND®, and is the toy licensee for other popular properties. Spin Master Entertainment creates and produces compelling multiplatform content, stories and endearing characters through its in-house studio and partnerships with outside creators, including the preschool success PAW Patrol and nine other original shows along with multiple short-form series, which are distributed in more than 190 countries. The Company has an established digital presence anchored by the Toca Boca® and Sago Mini® brands, which combined have more than 50 million monthly active users. With close to 2,000 employees in 28 offices globally, Spin Master distributes products in more than 100 countries. For more information visit spinmaster.com.

L&C, with offices in New York and Lima, Peru, is a minority owned creative agency that believes good ideas can transcend cultural and geographical boundaries. Formerly known as Lanfranco & Cordova, the agency specializes in provocative work, strong creative concepts, storytelling, content creation and earned media ideas that generate buzz for brands including Dole, General Electric, Budweiser, The One Club For Creativity, Spin Master and others. Forbes named L&C a creative agency to watch in 2020, and it was ranked among The One Show Top 10 Independent Agencies in North America for 2021.

Doing Things Media (DTM) is responsible for the funniest, most shareable and culturally relevant memes and video content on the Internet. The company is making ordinary life relatable, humorous and entertaining through a portfolio that includes some of the most popular brands built on Instagram, including MiddleClassFancy, GamersDoingThings, RadDad, NeatMom, DoggosDoingThings, and AnimalsDoingThings, among others. Through its IP, DTM fuels consumer products, branded content, video licensing, publishing and original entertainment across digital and linear TV. DTM touts more than 25 unique brands and delivers more than 100 pieces of original and curated content daily to an audience of more than 60 million followers across Instagram, Facebook, Snap, TikTok and YouTube.

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