To connect with tech-savvy trendsetters at the South by Southwest Interactive, Film and Music Festival in Austin, Texas, March 11-20, job board Monster.com created on- and off-line experiences promoting its latest job searching capabilities. In addition to a presence on sxsw.com, the brand interacted with attendees at its Hiring Hub, a booth on the event’s trade-show floor. It also sponsored networking events and teamed up with social sites like Gowalla, the location-based check-in provider for the show this year.
“This was a great opportunity to showcase our semantic search, which provides a highly relevant experience for the seeker looking for a specific type of job, as well as our mobile apps,” Kathy O’Reilly, director-social media relations at Monster, told Buzz. “The quality of talent attending the event allowed us to get in front of an audience we hadn’t before. They are the early adopters, the buzz spreaders.”
At the Hiring Hub, Monster’s jobs advice experts were available to discuss career planning. An emcee engaged attendees with a jobs-themed game show that awarded winners prizes like a plush Donald Trump doll. The brand also unveiled a touch-screen wall that people could use for job searches. Or, they could check out jobs being fed through monitors at the booth and throughout various event locations. Monster also hosted one of the festival’s “meetups,” which gave its customers, like AT&T and Turner Broadcasting, a chance to present their career opportunities to attendees.
To drive folks to its booth, Monster branded Gowalla’s online jobs check-in feature, and tasked users to go on five different trips themed around different verticals and companies hiring on Monster.com. When they completed a trip, they were emailed a pin and their prizes, like iPod travel speakers or branded t-shirts, redeemable at the Hiring Hub. The brand also teamed up with dailyfeats.com where users earn rewards for doing positive actions. Monster focused on career feats, which rewarded users for doing something positive for their job searches, like visiting the Hiring Hub.