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.

Bored?

Just a quick shout-out to get this site circulating...

If your bored at work, during classes, at home, or anytime you want to check out some funny/creative advertisements then check this site out...

A Funny Place!

One of my favorite ad spots on the site is the Chuck Norris one, not because of the funny play, but because of its content. Its a viral marketing video about viral videos itself.

The pets are talking...

Advertisers are constantly under review and strict regulation for their messages directed towards children. But what about the new forms of advertising: viral marketing techniques fueled by word of mouth. It's hard to regulate the buzz children can create over certain trends and product crazes.

This is what has been happening recently due to Ganz releasing a new virtual website for children. The company has several lines and collections of gifts ranging from candles, picture frames, holiday gifts, and these newly-crazed plush stuffed animals.

The little furry toys are called Webkinz, or Lil Kinz (mini-versions). On a physical level, the animals are just little cute friends to these children. They are plush-toys with soft, fuzzy fur. Sound familiar? It should, because there was a craze for the same type of product a few years back. Remember Beanie Babies?

Well there is something quite remarkable about this company and the Webkinz they have created. According to communications manager at Ganz, their success has been credited solely to word of mouth advertising (Plush pets jump online).

The pets come with a secret code under the animals paw that brings it to life on a virtual website created by the company. Kids who own the pet are invited to enter their code at the Webkinz site. Here they can do tons of things ranging from feeding their pets, taking them to the vet, buying pet decorations, and developing an entire world personalized with Ganz-branded fun!

That's not all. The children also play games online with family and friends and are able to send messages through the site to contact peers. This virtual world allows the kid consumers to talk about their products to others and share their experiences. This is word of mouth marketing at its best.

I find it amazing how interactive the world is becoming. What once started as a simple stuffed teddy bear years ago has now evolved into a living virtual-reality. The best part is that companies like Ganz have their consumers talking and sharing product reviews with others at no cost! This company is a fine example of a business success that can do without traditional advertising. Their word of mouth and buzz marketing have caused quite a craze with their products, a trend that lasted through the 2006/2007 holiday season. Of course, I feel if they wish to keep their brand recognition and loyalty high they will need to incorporate more advertising strategies like print and television. As of now, however, they have done a great job promoting such a simple concept. Correction, their consumers have done an excellent job in selling the product!

For more on the story check out Kim Mikus' article Plush pets jump online.