Thursday, February 10, 2005

Career-Builder's Viral Post-Superbowl Ad

The consensus was that most of the tamer Superbowl adverts were not likely the greatest use of corporate dollars. But in a few of the cases, companies managed to squeeze more mileage from their expensive ad buys. Todays NYT reports on Career-Builder's clever extension of their Superbowl ad, which showed a frustrated employee his co-workers are all "monkeys."

To keep the amusement going, however, Career Builder went viral:

Yeknom Industries Rebukes "sham"
http://www.yeknominc.com/news/

Here's an excerpt from the NYT:

"MONKEY DO, MONKEY DON'T If Ameriquest was a stealth marketer during the Super Bowl, some advertisers with larger public presences also indulged in stealthy marketing.

For instance, CareerBuilder, a company owned by three major newspaper publishers that operates a job-search Web site (careerbuilder.com), gained enormous publicity for three commercials it ran during the game featuring chimpanzees as dysfunctional office workers.

The campaign, by Cramer-Krasselt in Chicago, also has an element intended to be discovered by computer users on their own: a Web site supposedly put up by the imaginary company for which the chimps work, Yeknom Industries (yeknominc.com).

"Yeknom" is "monkey" reversed.

"We're going after 20-somethings with a viral campaign," said Peter G. Krivkovich, the president and chief executive of Cramer-Krasselt, "and if they spend time on the site, it eventually bounces them back to careerbuilder.com."

One section of yeknominc.com is devoted to a tongue-in-cheek call to boycott careerbuilder.com because of what the mock site decries as a "slanderous television campaign that uses editing tricks and disinformation to make Yeknom Industries the butt of their jokes."



Source:
Ameriquest Mortgage Spots Are Winners in Super Bowl Competition
STUART ELLIOTT
NYT, February 9, 2005
http://www.nytimes.com/2005/02/09/business/media/09adco.html

Posted at 02:54 PM in Television | Permalink

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