Integrating consumers into operations and having them participate in shaping the brand is one of the aspirations of many brands, and marketing has found a formula to achieve this in employment. The creation of original jobs, such as Chief Tasting Officer at Wendy’s or Chief Tractor Officer at John Deere, connect users with brands. Snickers now expands that saga with the selection of its first “Chief Online Chill Officer.”
The brand is looking for an “Online Relaxation Director”, that is, someone who is in charge of bringing more positivity, fun and relaxation to social networks in an internet plagued by conflicts, negativity and arguments. The objective of the initiative is to promote the varieties of Snickers Ice Cream Minis ice cream and highlight how these can help you find a moment of tranquility and enjoyment.
The position, which will be held on a paid basis for two weeks, will be aimed at keeping the online ecosystem “chill”. The person in charge’s mission will be to respond to negative or heated messages and “spread good vibes in the feed“, as well as creating content about Snickers products. “This may not be a totally real job, but you will enjoy 100% real ice cream”they explain from the brand on a website dedicated to the action.
The position will be held in hybrid mode, although the selected person will have to travel a few days to the Snickers offices in Chicago, with all expenses paid, to try all the varieties of ice cream. In addition to appearing in content for the brand, the “Chief Online Chill Officer” will have to monitor social networks to offer coupons to get free ice cream and thus spread the joy this summer.
The salary offered is $6,500 for two weeks of work, from August 24 to September 3. In addition, according to the brand, the selected profile will receive an unofficial “C-sweet” level title, an allusion to the corporate term “C-suite” and “bragging rights for getting the most relaxed job of the summer thanks to Snickers Ice Cream.”
The position has been designed for Snickers fans. “The Chief Online Chill Officer is the internet’s new voice of reason on behalf of Snickers Ice Cream: someone with keen social instincts, the ability to stay calm, confidence in front of the camera and, of course, a deep love for our ice creams.“explains the company in a statement, detailing the requirements.
Those interested in the position can send their applications from July 29 to August 4. They must provide their contact information, a short video explaining why they are the ideal person to help calm things down on the internet; and fill out a form. This asks questions such as what their favorite ice cream is, what their ideal flavor would be, or detailing how they have responded to conflicts or moments of tension.
“If you’ve spent more than five minutes on social media lately, you’ve probably noticed that the internet is not quiet.“said Chanel Gant, Senior Marketing Director of Mars Ice Cream. “Snickers Ice Cream Minis are known for delivering satisfaction in perfect bites, so we wanted to extend that same spirit to the online world.”.
The action promotes the different varieties of Snickers mini ice creams and expands the “You’re not you when you’re hungry” platform, which the brand has developed in recent years. The ultimate goal of the search for a “Chief Online Chill Officer” is to continue working on the perception of Snickers as a fun and enjoyment-oriented brand.
