Monster.com Launches Guerilla, Outdoor Marketing Effort

Recruiting and job site Monster.com kicked off another portion of its new ad and marketing campaign on Thursday, with billboard and out-of-door efforts aimed at promoting its brand to weary commuters and business travelers.

The new elements of Maynard, Mass.-based Monster’s “Job Good. Life Good” ad campaign — which debuted with a spot during this year’s Super Bowl — aims to continue the effort with new creatives appearing in six cities’ commuter train stations.

Starting this week, Monster.com banners, posters and billboards will appear throughout Boston’s South Station and Chicago’s Riverside Station — with Monster.com as the exclusive advertiser in each. Posters feature the company’s mascot, “Trump,” and feature messages such as: “Think Big,” “Carpe Better Jobium,” and “Ever Heard of Alexander the Pretty Good?”

Other Monster.com ads, designed by Boston-based agency of record Arnold Communications, will appear in transit shelters, and on subway platforms, as well as local roadside billboards. The company will roll out similar efforts in San Francisco in May, hitting New York in September.

“Our newest advertising campaign takes a bold, encouraging approach to convincing millions of individuals every day to follow their career dreams and to never settle for the ordinary,” said Monster.com chief executive officer Jeff Taylor. “We also wanted to have a bit of fun with this campaign by targeting job seekers where they’re most likely to feel the hustle and bustle of their everyday routine — in train and bus stations on their way to and from work.”

The company’s new marketing plans also include an intricate guerilla effort. Street teams in Boston, New York, Chicago, Los Angeles, and San Francisco will seek to drum up interest in Monster.com by driving Land Rovers shaped like the company’s mascot, Trump, and appearing at popular regional events.

Those events include trade shows, college campus events, job fairs and sporting events within an 8-hour or 400 mile radius of each of the six target cities. The Land Rovers also tow trailers that contain Internet kiosks that connect to Monster.com’s site, TV screens showing Monster’s TV spots, and interactive games.

Additionally, a new, Monster.com-branded Chrysler PT Cruiser will appear at the Boston Marathon, during which street teams will run games, hold giveaways, and generally seek to spread the word about the site.

The effort from Monster.com, a unit of TMP Worldwide, follows a similar endeavor by competitor HotJobs.com over the winter. That campaign, which tapped college marketing firm Student Advantage, promoted HotJobs at about 75 college campuses nationwide.

In October, HotJobs also launched a $50 million ad campaign, “Onward. Upward,” that also included a Super Bowl buy in January.

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