CareerBuilder is at it again...

CareerBuilder has had its fare share of nontraditional commercials and campaigns before. There was the Monkeys in the office campaign and the recent "Jungle Business" Super Bowl ads. But besides being daring and original with these ads, the company has also expanded their concepts into other forms of advertising: that including viral techniques.

It started when they began monk-e-mail. This is a funny viral e-mailing site that allows you to create monkey (with goofy accessories), tailor your message, and send it to all of your friends. The company hopes that once the friends receive the email, they will then spread their own custom message to more. The site has proven success if you follow up your research on it.

Recently, they have been at it again with their new aging buzz campaign. Age-o-matic has the same principle as monk-e-mail: you visit the site, follow the funny steps, and watch a "future prediction" of what your job is doing to you.

Some critics of this campaign might say it is the same effort as their previous monkey mail strategy, however, I disagree. I find this tactic quite humorous and more effective then its earlier attempt. Whats great about it is that people will be checking the site out between work hours, lunch breaks, at college, and crucial places for the message to get across. "Maybe there is a better job out there for me."

The pen at the bottom of the site says it all: "Do more than just survive your week." How can a person stuck at a boring job, or even a college dorm, look for something better? Easy, look at the company who is hosting the site they are on!

Viral Marketing expert David Meerman Scott tells something important about this strategy. He claims there are two types of categories with viral advertising. One that spreads traditional messages and straightforward materials. The other spreads humor, brand awareness, and entertainment. CareerBuilder's attempt are obviously the later (Jeremy Mullman, CareerBuilder apes viral effort).

I agree with Scott. He brings valid and interesting points to the conversation.
But in other ways, I feel this strategy is going to get old. You cannot rely on the same technique each time. The two campaigns are very similar, and they need to have a little more out-of-nowhere approach.

Overall, I think its a great campaign idea and that it will catch on. Though it may not win another award, it was pretty cool.

Keep your eye on it, it is sure to grow...

For more, check Ad Age's Article.