The Brief / IdeaOnline recruitment is a small but fiercely competitive category. So, how do you go beyond selling the category to generate loyal and consistent traffic, specifically to Monster.ca’s career website? We created fictional jobs that people could apply for which spoke in the personality of the brand - they were 'Wonderjobs'. Of course, any job application needs references, and it was here that we developed the viral aspect of the traffic-generating promotion.

The Results• Contest entries: Over 23,000.• The average applicant provided 3.6 references which resulted in the campaign reaching nearly 85,000 new people.• Of those 85,000, 67% continued to participate.• To date, the contest results have more than doubled the average viral pass-along rate of 1.4.