Social Marketing

by Paula Santonocito

How do you control advertising costs while still promoting your brand?

CareerBuilder.com has a unique approach. Ask ordinary folks to do the work for a fraction of the cost of what the big guns charge.

The Wall Street Journal (subscription required) reports that the job board giant recently ended its relationship with Wieden+Kennedy, the ad firm responsible for Nike's "Just Do It" campaign, and brought its advertising function in house. Now, the in-house group is soliciting input from outside.

CareerBuilder invites U.S. workers to work on its 2010 Super Bowl commercial. Contestants 21 years of age and older are invited to submit 25-second videos. The creator of the winning entry will receive $100,000 and the commercial will air during the Super Bowl; the runner-up will earn $50,000.

For more information, visit the contest site, Hire My TV Ad.

When at the site you'll notice CareerBuilder asks the question, "Who best to think of a TV advertising idea targeted towards job seekers than job seekers themselves?"

Who indeed? Thought it's a safe bet ad agencies disagree.