Beer Brand Offers Coolest Job in India: Went Viral On Facebook

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Update: Mayank Agarwal, co-founder of Geek Creative Agency told me that they are the one who planned and ran the campaign. Sutra Lite was hired by them just to provide HR consultancy.

The coolest job in India? You got it — “SABMiller is launching the Miller High Life beer in India and is looking for qualified individuals, who embody and endorse the spirit of the brand – Work Hard, Party Hard.”

The job offer is being primarily spread across Facebook, where it was posted in July. I was told that 30,000 applications have been received so far. Plus, the Facebook page itself has attracted more than 90,000 likes within the last two months.

The job scope sounds fun: You get to travel from club to club in India just to dance, drink, host parties, and be in the spotlight. And, you betcha – you also get to meet up with a lot of celebrities at some high profile parties.

Here’s what Hemani Shah, the representative of SutraLite says:

We are looking for ambassadors in India who embody the spirit of ‘work hard party hard’ in their real life. Individuals with good social clout.

The campaign went viral on Facebook for several reasons. I mean, come on, who doesn’t want to get paid Rs 100,000 (appox. US$2,186) per month just to party on behalf of a brand?.

As for the campaign, the marketing content itself is “very shareable” and Facebook is the right platform to target the young party crowd — if you know what I mean.

A gamified form

Besides that, I also learned that Hemani and gang have also added some extra “ingredients” to spice up the campaign. Here are some of the tricks they used:

• The brand involved was not revealed for over a month, creating a lot of mystery, talk and buzz around the concept.

• The Facebook application was made such that you have to prove your social presence by inviting friends to the application before proceeding further.

• The jobs offers were also posted on some legitimate job portals like Naukri, Monster, and Linkedin.

• The whole marketing campaign was gamified. Users have to complete missions to get closer to the job.

The whole recruitment process looks very well planned and executed — A campaign from which digital marketers can pick up a point or two. Of course, if you feel there’s any way to make the campaign even better, feel free to leave your thoughts in comments.

For party crazed folks in India, this is something you don’t want to miss. You have ten more days, from now to September 15th, to send in your entry. Good luck and party hard.

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