Online outrage is now reliable entertainment, and SNICKERS Ice Cream wants to hire someone to interrupt it.
Mars, Incorporated is searching for its first-ever "Chief Online Chill Officer."
The paid, nine-business-day role tasks one fan with spotting heated social media conversations and replying with humorous comments.
"If you've spent more than five minutes on social media lately, you've probably realized the internet has absolutely no chill," Chanel Gant, senior marketing director for Mars Ice Cream, said in a statement.
"We're looking for someone that is quick with a comeback, comfortable on camera and ready to show that they have what it takes to help people chill this summer."
The appointed hire will also be in charge of surprising users with coupons for free SNICKERS Ice Cream Minis.
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Mars is running the hybrid gig out of the Chicago area, with the job also coming with content creator duties.
The selected applicant will document the job across social platforms while sampling the brand's five Ice Cream Minis flavors.
The setup reframes community management as entertainment, giving the brand a human face in comment sections where attention is already concentrated.
A Community Manager Becomes the Campaign
The search opens July 29 and closes August 4 at 11:59 p.m. ET. The gig itself runs from August 24 through September 3.
Candidates must submit a short video explaining why they are fit to represent the brand online at SNICKERS.com/ChiefOnlineChillOfficer.
Every applicant for the unofficial "C-sweet" role will also receive a digital coupon to try SNICKERS Ice Cream Minis.
The selected "Chief Online Chill Officer" will monitor sports debates and dramatic story-time rants.
They will then respond with jokes and product rewards designed to cool bubbling tempers.
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The position also highlights the Ice Cream Minis full lineup, including the Walmart-exclusive SNICKERS x M&M'S Minis flavor released earlier this year.
The role gives one creator permission to participate directly in conversations already happening.
Mars is treating comment sections as media inventory it doesn't have to buy, which pushes social media marketing into territory usually reserved for paid placements.
Free Samples Power the Applicant Pool
Sprout’s Q2 2025 Pulse Survey, 58% of social users named audience interaction as their top priority for brands.
Original content series trailed by a single point at 57%. Product sampling also delivers measurable business results.
EventTrack reports that over 60% of consumers were more likely to purchase the product promoted at an event they attended.
SNICKERS Ice Cream gets interaction and sampling from a single hire, since the comment replies and the coupons come from the same person.
@snickersbar Chill out. Summer Fridays are right around the corner.
♬ MONTAGEM COMA - ANDROMEDA & elysian.
Three takeaways stand out for marketers:
- Job postings create participation. Brands should invite audiences to compete for unique experiences to create UGC before the campaign officially begins.
- Product trials reduce purchase hesitation. Companies should reward applicants with samples to encourage first-hand experience and repeat purchases.
- Community interaction extends campaign life. Marketers should place creators inside ongoing online conversations to keep brand visibility active.
Hiring campaigns generate earned media and product discovery at once, which puts them in direct competition with influencer marketing budgets.
Our Take: Can Comment Sections Become Premium Media?
Comment sections already hold more attention than most paid placements, yet brands still staff them like a help desk.
We'd argue that they can become premium media, though only when the person writing the replies has a personality worth following on their own.
Most brands hand comment duty to a corporate account that recycles the same three jokes for years.
Duolingo built a real media property out of its owl because one social manager was allowed to be strange.
Mars is renting this kind of effect for two weeks, which caps how much it can actually build.
We think the seat should stay filled permanently, because the brands that keep one person in the replies year-round will own the channel.
Job listings are becoming campaign assets across categories.
FOX Sports, FOX One, and Indeed hired one soccer superfan earlier this year at $50,000 to serve as Chief World Cup Watcher.
Creative hiring campaigns require more than a good idea.
Explore these top social media marketing agencies if you're looking to create audience-first activations that generate conversation.
