Super Bowl Brands: Monster.com vs. CareerBuilder
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Move over Steelers and Cardinals, the real match up this year is between Monster.com and CareerBuilder. Both companies are walking into a tough arena as Americans face a losing job market. A well thought-out game plan is essential for both Monster.com and CareerBuilder to gain job seekers and employers.
Here is a quick breakdown of the competitors:
Monster.com
Game Plan: Monster is back after a few years without presence in the SuperBowl. The company will be touting their newly redesigned and enhanced website during their TV spots. Monster’s ads will also promote a contest and prizes around the idea of applying for “Director of Fandemonium”, highlighting the company’s new role as the NFL’s official career service sponsor.
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As Named on TV
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Anyone who watches television between the hours of 10pm to 6am is no stranger to the hypnotic lull of the infomercial. In the wee hours of the morning while I am battling the occasional bout of insomnia, I find myself amazed by the power of an oxygen based cleaner, or convinced that an air sealed bag is the solution to all of my house hold clutter. I also wonder why the same dark headed man with a thick beard and excruciatingly loud voice appears on almost all infomercial product ads---but that is beside the point.
The question I have about these As Seen on TV type products, that pops into my head after Ron Popeil practically jumps out of my television screen demanding me to “SET IT, AND FORGET IT!”, is who in the world names these things?
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Mad Addiction
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The hit A&E Series Mad Men won accolades this year for TVs Most Outstanding Drama Series. Its base premise is about a fictional 1960s New York City advertising agency Sterling Cooper and its executives.
Even being a fictional show mostly centered on the personal lives of the characters, we still get a glimpse into branding and advertising conception during the 60s. What I enjoy most about this newfound addiction of mine are the brands featured as clients of the agency. American Airlines, Heineken, Maidenform, Cadillac and Kodak are just a few. I’ve also learned that some of these mentioned do pay for the placement in addition to their advertising spots during the show.
Although the show takes place over 50 years ago when there weren’t as many legal trademarking challenges to overcome, it still portrays creativity on a personal level, even while dealing with the transitional social challenges of those times. For those of us fortunate enough to be working in the branding industry, there's a sense of pride in watching the perspective of what it must have been like then, but also how things have changed. Pairing that with the intriguing lives of the characters has made this show one that I can’t ever miss.
By: Kelly Wilson