Barskolan Academy, a Swedish training center for bartenders, used social media to recruit potential attendees in a campaign through Rodolfo and digital production agency Awkward. Starting last October via Barskolan Facebook page, it got people to sign up for a four week 'digital bootcamp' in which they could score points for their Facebook behaviour and ensure that they had the necessary social skills to become a bartender.
Entrants were encouraged to write multiple status updates, 'Like' pages and add new friends to earn badges and up their scores (a strategy that apparently proved so successful that, according to Rodolfo, Facebook forced them to change the rules). The campaign, which has just finished, garnered Barskolan almost a thousand 'likes' with over 20,000 visitors to the page and a claimed reach of over two million. Twelve winners were recruited to train with Barksolan Academy.