For the ten percent of college students aiming for a career in finance, scoring a summer internship at Morgan Stanley will put them in the front of the pack. Most of the time, to land one of these coveted internships, the students would need to have stellar academic credentials or personal/family connections just to get to the interview process. Now, with the rising tide of user generated video, Morgan Stanley appears to be on the same wavelength as Gen Y. One could even be so bold as to call it groundbreaking for the stodgy investment bank. Sure, you can understand if this was a technology company like Cisco or Microsoft, but this is Morgan Stanley we're talking about after all. Through a deal with the Sony produced film, "The Pursuit of Happyness," students can submit their own videos to the Sony-owned Grouper web site. The premise of the video is for students to reference a popular saying or motto and how they live their lives based on that motto. Morgan will choose two candidates for an internship based on how many votes each applicant’s homemade video receives. The interesting thing is, there is a precedent for this based on the promotion. As it turns out, the movie, staring former Top Ten celeb Lister Will Smith is based on a true story of a guy turning his life around after landing an internship with Dean Witter, which Morgan Stanley owns. So, you could almost call this "real world-promotional-driven-user generated content.
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