BT - The Big Tech Give Away

Bringing BT to life for final-year students 

Promoting high quality careers for a company with a lower profile amongst these particular grads meant exploring a range of options - and recognising that all students still hang out on campus, as well as socials.

The Big Tech Giveaway did all this and more. Working with influencers and other content creators, we drew our target audience in to promote the BT Group and their competition in an authentic and engaging way.   

To influence student behaviour, we used student influencers.  
Partnering with our super social specialists, we combined traditional on-campus presence with digital activation and then amplified it all through talented content creators. We promoted, incentivised and encouraged students to get involved in The Big Tech Giveaway – and discover more about the range of graduate careers BT were offering.

• Content creators were chosen for university location and content style.  
• They already had a core student following to boost our engagement.  
• Each creator posted one video promoting event days, which had a paid media spend to increase reach within target cities. 

• Our student influencers also promoted a ‘scratch to win’ competition.  

• On event days, student ambassadors in branded hoodies handed out scratchcards with Big Tech prizes at select universities.  

• To win, students needed to enter their details and scan a QR code to access BT’s graduate career opportunities. 

 We also ran a nationwide competition. This time our influencers reached out to students at 30 universities. They encouraged them to visit the BT Group’s website and enter their details online for a chance to win two Taylor Swift Eras Tour tickets. Access to BT graduate careers opportunities was clearly linked to this too. 

The power of influence really works. Of course, we knew this already. But even we didn't quite anticipate the success it would have for BT. They'd never run an influencer campaign before - but they will again now. The reach and engagement were fantastic. The BT Group name features more prominently on graduate's careers map than ever before. And for a budget of around £20k, including paid amplification, BT Group achieved some great results.

Key takeaways:  

• The right influencers can be a huge catalyst and come with their own audiences. 

• Great content creators can stretch your budget further. 

• Engagement is boosted almost immediately. 

• Reach really niche audiences (like tech and other STEM specialists). 

The Big Tech Giveaway wasn't your usual graduate recruitment campaign. It was a multi-channel solution that gave something back to the people BT wanted to reach. By incentivising their audiences, content creators and influencers, we got everyone on side quickly and achieved everything BT wanted to. By taking a social-first approach, we also spoke to tech audiences in the ways and places they'd respond to best. 

Key takeaways:  

• Fresh content. 

• Authentic vibes.  

• Social first.  

• Boosted profile as a grad employer.