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The Impact Zone

Tara From

This business associate with United Airlines credits Tippie for giving her the knowledge to succeed. Read more...

The Impact Zone

Innovating the MBA Application,
140 Characters at a Time

by Lydia Fine, Associate Director of Recruiting/Admission

Twitter birdTippie made headlines this summer after the launch of the first ever application tweet contest. The pilot program, meant to drive round three applications and bring originality back to the application, asked applicants to replace one of the existing essays with a 140 character “tweet” which answered the question “What makes you an exceptional Tippie Full-time MBA candidate and future MBA hire? Creativity encouraged!" The prize? A full-tuition financial award—valued at $37,200.

Applicants were encouraged to go beyond 140 characters linking to other media - video, blogs, Facebook, and websites. Only those meeting Tippie’s typical admission criteria including academic requirements, test scores, work experience, and the admissions interview were considered for the award. The combination of an innovative use for social media and an incentive of a full-tuition financial award resonated with applicants and media sources alike.

Media buzz surrounding the Tweet Initiative was overwhelming. USA Today, Good Morning America, Bloomberg BusinessWeek, the Huffington Post, CBS News, and newspapers from The Wall Street Journal to the Financial Times ran stories along with 98 regional television stations and a live interview on MSNBC Live with Thomas Roberts. The equivalent advertising value for the GMA spot and the MSNBC interview alone was in excess of $800,000 according to TVEyes Media Monitoring Suite.

Over 60 Tweet submissions were received. Of those, 10 participants completed the application. The quality of applicants exceeded expectations with the GMAT score of the Tweet applicants tracking 45 points higher and an average work experience greater than the overall applicant pool.

John Yates, a 33 year-old Texan with global experience working in China and Thailand was named the winner. Yates submitted a traditional Haiku as his Tweet, which read:

Globally minded (5)
Innovative and driven (7)
Tippie can sharpen (5)

The judging panel noted the creativity involved in crafting a Tweet that combined one of the newest modes of communication in Twitter and one of the oldest forms of poetry in Haiku. The tweet has been incorporated into the 2012 application which will allow a full cycle of domestic and international MBA applicants the opportunity to get creative and vie for another full tuition financial award.

Interested in referring a potential MBA candidate that is innovative and ready to take on the tweet challenge? Contact Full-time MBA Admissions. We’ll personally contact and work with each candidate referred.