In March, digital shop Space150 ran a two-week campaign using Snapchat's recently launched geofilters to target college students around 29 campuses including New York University, the University of Southern California and Loyola Marymount University. Only interested interns who applied via Snapchat were considered.
Copy on the filters encouraged students to follow the agency's account for a chance to score one of 10 internships in the agency's New York, Minneapolis and Los Angeles offices.
The result: The filters were viewed 230,000 times and used 6,000 times in the two weeks.
The potential interns had to follow the agency's account to receive this brief: "Create a Snapchat story for one of our brands as if it were the year 2020."
"Those stories that came back were everything from a little bit philosophical to hands-on product benefits or positioning a brand that's really for men or women," said Greg Swan, vp of social engagement at Space150.
One hopeful created a campaign for Jack Link's— traditionally a guy-geared brand—showing a woman putting beef jerky on a salad.
All told, 115 people applied for the program. Potential interns were brought in to interview in person for gigs in the agency's engineering, media, creative, strategy, social and account management departments.
Swan said the program focused on Snapchat because of its popularity with millennials but expects to run a different type of campaign next year on the next up-and-coming app or social platform.
"We'll be paying attention next summer about where people are, how they're communicating, and we'll be adapting from there—I don't see us replicating this program again," Swan said.
Check out four of the winning entries below that imagine what Nike, Jack Link's, Buffalo Wild Wings and Schwan's will look like on Snapchat in 2020—that is if Snapchat is still cool in four years.