Monster(R) today announced a multi-platform relationship with MTV: MUSIC TELEVISION. The broadcast, online and grassroots marketing elements of the program will feature MonsterTRAK, the definitive career resource for college students and alumni. The alliance will allow MonsterTRAK to reach MTV’s vast audience young adult audience while further strengthening its leadership position in the college career space. Monster is the leading global careers site and flagship brand of TMP Worldwide Inc. (NASDAQ: TMPW – News).
On the Air and On the Web
Among the broadcast elements of the agreement, Monster has introduced its first-ever product-specific advertising spot, “Bunnies,” specifically created to focus on college student job seekers. This humorous 30-second spot, is airing exclusively on MTV, and features a floor hockey team in bunny suits weaving in and out of office cubicles. A voiceover encourages these young adults seeking employment to post resumes on MonsterTRAK. By doing so, job seekers can find, “Part- time. Full-time. Internships. Just about any job you can imagine,” the voiceover continues. “Except for playing hockey in bunny suits. Those positions have been filled.”
Additionally, MonsterTRAK will sponsor the MTV’s “Homecoming.” The week long special will take over one lucky college campus this fall and transform it into MTV’s base of operations for the entire week. “Homecoming” will include live performances from some of today’s hottest artists, special guests, MTV shows, and much more. MTV will also take viewers on a behind the scenes study break on five more college campuses during “Homecoming” with tailgate parties, additional live performances and more. The alliance with Monster will also include a drive-to-web sweepstakes to win an opportunity to work on a future MTV production.
“Among the marketing savvy and often hard-to-reach young adult population, Monster and MTV are by far two of the most recognizable and effective brands,” said Eric Weil, managing partner of Student Monitor, the nationally syndicated market research study of the college student market. “The basis for both Monster’s and MTV’s respective success with young adults is their insight into the needs of students. This is most recently demonstrated in our Spring 2002 Lifestyle & Media study where Monster was the most-visited careers site by college students and MTV.com, the most visited entertainment site.”
Grassroots
Lastly, the powerful brands of Monster and MTV will join forces on college campuses nationwide. Monster’s street teams will promote the “Homecoming” online promotion and will be driving custom-designed Land Rovers built in the shape of Monster’s mascot, Trump. The Land Rovers come with a trailer in tow, unfolding to reveal a covered tent area complete with Internet kiosks that connect users to the MonsterTRAK site, TV screens showing the latest Monster commercials, interactive games and giveaways.
“We are committed to this market as MonsterTRAK provides the critical intern and entry-level component to Monster’s intern to CEOstrategy,” said Steve Pogorzelski, president, Monster, North America. “Our relationship with MTV allows us to further expand our reach into this key market and together MonsterTRAK and MTV will reach millions of college students through broadcast, online and grassroots channels.”
On Top: MonsterTRAK
Through its superior relationships with more than 1,400 college and university career centers and 600,000 employers, MonsterTRAK has been helping employers and job seekers connect since its inception in 1988.
MonsterTRAK understands the unique recruitment needs of its career center partners. By collaborating with the career centers at public, private and community colleges, MonsterTRAK helps career centers educate students in utilizing the Internet as a critical component of their career management strategy. “With the difficult economic climate, it’s more crucial than ever to provide students with the tools necessary to help them manage their career search, ” said Jason Wall, assistant director, employee relations, Massachusetts Institute of Technology. “MonsterTRAK is a highly-effective means for our students to find employment during school and after graduation – it’s a standout among the available options.”
With recruiting budgets under increased scrutiny as a result of a down-turned economy, HR professionals need to ensure they’re using the most efficient and cost-effective tools to find the best candidates. MonsterTRAK provides employers with direct access to more than 7 million students nationwide, enabling a low cost method to find the right candidates.
