Digital Bulletin: McDonald's Challenges Perceptions With First Viral Work

Ar you a snob?

McDonald's UK has launched its first viral marketing effort called, "Job Snob Challenge" to counter what appears to be rampant job snobbery in the country towards the service sector. "Job Snob Challenge" is a game that presents a questionnaire to determine your level of snobbishness and then offers advice on how you might "correct" your attitude. Following the questionnaire, users are pointed to a microsite that reveals McDonald's as the sponsor and presents employment opportunities.

Created by Campus Marketing, the game is being sent to 500 students, policy makers, employers and government ministers.