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Monday, January 16, 2012

Campbell Mithun (@cmithun) teams with Greater Twin Cities United Way (@UnitedWayTC) to use Twitter

Advertising agency Campbell Mithun will hire its 2012 Lucky 13 interns based on a job application of 13 tweets, while 13 non-profit Greater Twin Cities United Way agency partners compete via social-media vote to become the pro bono summer project tackled by the interns.  The 13-days of tweeting and voting will be documented in real time on the agency’s Lucky 13 website and will take place February 13 – 25, 2012.  A website app will allow applicants to register and track their tweeting progress; data visualization will present the tweeting / voting in real time to the public.
“The 13-tweet application gives our Lucky 13 applicants creative license within a digital forum to introduce themselves as they wish,” said Debbie Fischer, director of human resources at Campbell Mithun.  “We’re very excited to partner with the Greater Twin Cities United Way to provide our interns with a summer Case Study project that makes a real difference in our community.”
“Hiring interns using social media is innovation at its best and a win-win for United Way, our agency partners and Campbell Mithun.  We are appreciative that Campbell Mithun is leveraging the breadth and depth of United Way agency relationships,” says United Way marketing vice president Kathy Hollenhorst.  She continues, “The projects introduce the Lucky 13 program interns to the creative and nonprofit worlds while at the same time benefitting the winning nonprofit agency.  We can’t think of any other entity that is using this unique approach with social media.”
The “13 Tweets” Twitter application process
Applicants have thirteen 140-character tweets to introduce themselves to Campbell Mithun.  Phases include:
1.      January 13, 2012: Registration opens on  Eligibility: Applicants MUST be a college student with a graduation date between fall 2011 and summer 2013.
2.      February 13-25, 2012: Candidates submit application in the form of 13 tweets.  Each tweet must include both the primary #L13 hashtag and a secondary hashtag to indicate their discipline of interest:
  • Account Management: #CMam
  • Account Planning: #CMap
  • Media: #CMcpm
  • Creative: #CMcr8
  • Technology: #CMt3ch
3.      March / early April:  finalists will be interviewed; internship offers will be made.