BP was looking to recruit top talent in geology, geophysics, and engineering. They wanted to targeted researchers working in earth sciences and drive them to a landing page they built for their unique recruitment campaign.
BP targeted the Nature, Scientific American and Nature Climate Change audience with a combination of print and online advertising. Their print campaign included a series of Nature cover tip-ons featuring a QR code that directed readers to the recruitment landing page. Even though BP ran the same QR code on six competitor journals, over half of their traffic came from the Nature cover tip-on.
