A new Monster in town « Talk, Inc

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A new Monster in town

January 26th, 2010 by admin

With a recently employed Boogeyman and a talented musical beaver on their side, Monster.com has unleashed a monster integrated marketing campaign. Their new campaign, “Get a Monster Advantage,” includes television, print and social media, and focuses on their dedication and ability to help customers during these economic times. The campaign highlights Monster.com’s new resources for employers and job hunters to “Search Better. Plan Better. Connect Better.”

Monster.com’s first television advertisement, which launched during the AFC Championship Game on January 25, 2010, introduced a Boogeyman with the inability to scare children. The commercial illustrates his failure in his job as a “Boogeyman,” and then ultimately his job search for a CPA position. The second television advertisement for the new campaign will debut during the Super Bowl XLIV on February 7, 2010. The commercial will feature music played by a violinist who happens to be a beaver. In addition to the Super Bowl TV spot, the company will create a website that allows users to create music videos with the beaver from the Super Bowl commercial.

Monster.com will air their Super Bowl spot during the first quarter, while their competitor, CareerBuilder.com, has selected a second quarter spot. CareerBuilder.com’s commercial is based on an idea submitted in their consumer “Hire My TV Ad” contest. Monster.com’s commercial was created by the advertising agency BBDO New York.

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