Monster hooks up with MTV to help US collegians get jobs

Monster has announced a multi-platform relationship with MTV.

The broadcast, online and grassroots marketing elements of the programme will feature MonsterTRAK, the career resource for college students and alumni. The proposed alliance will allow MonsterTRAK to reach MTV's vast pool of young adult audiences, helping consolidate its leadership position in the college career space. The career site that recorded over 46.1 million unique visits during May 2002, is the flagship brand of TMP Worldwide Inc..

Under the agreement, Monster has introduced its first-ever product-specific advertising spot, Bunnies, specifically created to focus on college student job seekers. The humorous 30-second spot, currently airing exclusively on MTV in the US, 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.'

MonsterTRAK will also sponsor MTV's Homecoming, a week long special that takes over one American college campus this fall and transforms it into MTV's base of operations for the week. Homecoming includes live performances from artists, special guests and MTV shows. The music channel will also take viewers on a behind-the-scenes study break to five more college campuses during Homecoming with tailgate parties and additional live performances. The alliance with Monster will also include a drive-to-web sweepstakes to win an opportunity to work on a future MTV production, says a company release.

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