Agency: The Marketing Arm
Client: Monster
As the Official Career Services Sponsor of the NFL, Monster wanted to drive traffic to its website, boost consumer engagement through social media and transfer affinity for the NFL to Monster.com. The careers site needed a platform that would inspire people to find their dream job – or enter for a chance to win it.
The agency created the position of NFL Director of Fandemonium, presented by Monster.com. In addition to a $100,000 “signing bonus,” the winner participated in a variety of NFL events, including the Super Bowl coin toss ceremony, calling a play at a Pro Bowl and in on-field player introductions.
Media support, including national television, email, e-newsletters, search, banners, social media and newspapers, drove visitors to mobile and microsites where they were encouraged to “apply” for the position. Consumers then voted on 32 semi-finalist applicants to give them one of eight spots in the finals. Semi-finalists were given an online tool kit with social media 101s, personalized banner ads, graphics and other assets.
The eight finalists were then flown to New York for four days to participate in a variety of events to increase their chances of getting the job. Two finalists were eliminated each week leading up to the Super Bowl. During Pro Bowl week, the two finalists were flown to Miami to film a final interview and participate in a play-calling challenge.
Monster.com saw a 100.2 percent increase in promotional microsite traffic as a result of the Director of Fandemonium campaign. Of the off-site links featured on the microsite, “Search for Jobs on Monster.com” was the most-clicked link, with about 23,000 more clicks than the next highest performing off-site link (a link to a discount on NFL.com).
