The resulting initiative was a competition, the Great Global Adventure by AXA. By offering the most desirable prize in graduate recruitment history - a 12 month all expenses paid world trip including two internships and a place on an AXA volunteering project - we created something fun and disruptive that really got students and graduates talking.

The focal point for all profile raising activity was a fully responsive, web-based game, www.greatglobaladventure.com. A Google Maps-powered treasure hunt where players solve clues and complete challenges to earn points, while discovering more about AXA along the way. Where additional points were awarded for sharing their progress on social media.

A social and search media advertising campaign was supported by University campus activity, promotion through student-focused media and partnerships with student completion websites. The competition was also shared with a hand-picked selection of young travel bloggers, student publications and University careers services.

The launch of the competition was teased through AXA’s social media channels in September, but the game itself opened in October. At this point a six-month paid media campaign was launched across France, United Kingdom, United States, Hong Kong, Switzerland, Germany, India and Indonesia.

Months 1-3:

• Programmatic display advertising aimed at 18-24 year olds;

• Social media advertising across Facebook, Instagram and Twitter;

• Search and email advertising aimed at those looking for student competitions.

Months 4-6:

• Re-targeting advertising for those who visited the game but didn’t register their details;

• Follow-up email marketing to those who registered to play the game but didn’t complete it.

This was augmented by:

• Content-lead activity across AXA’s employer branding social media channels, Discover AXA;

• A blogger out-reach program aimed to engage young travel blogger to talk about the competition;

• Local advertising aimed at the student and graduate market.

The game was open for six months, during which time there were:

• 17,165 views of the promotional film

• 220,118 visits to the game

• 25,914 players from 221 countries

• 130,960 completed challenges

• 8,149 finished games

• 44 minutes average playing time

• 56,689 new Facebook fans

• 120 finalists

• 4 regional winners

• 1 Great Global Adventurer – Will Moore

We have taken each of the 25,914 people who took part in game on a journey during which they discovered much more about AXA as both an organisation and a potential explorer. Our Discover AXA page has grown into the 21st biggest global social recruitment platform on Facebook (www.socialrecruitmentmonitor.com).

But the story doesn’t end there. Will is now on his Great Global Adventure, enjoying the trip of a lifetime, building a following of his own and promoting AXA as an exciting, life-changing place to work.