Monster.com, one of the most visited Internet job-search sites in the world, wanted to

fi nd a new, fresh approach to reaching young professionals for its myMonsterMeals.

com sweepstakes, and ultimately encouraging them to become job seekers and

open an account on Monster.com.

Monster.com hoped that it would entice people to sign up for a new account on its

site, by offering discounts at local restaurants in their area and the opportunity to

win the sweepstakes grand prize of dinner for two at 10 of the hottest restaurants

in their city.

To get the word out about its tasty new sweepstakes, Monster.com and its advertising

agency, Moroch & Partners, decided to get help from Dallas-based AdverTickets.

Knowing that Monster.com was trying to reach young professionals in Atlanta and

Dallas who dined out a lot, AdverTickets developed a valet ticket campaign putting

the myMonsterMeals message on 272,000 full-color valet tickets being handed out

at restaurants in those areas.

To ensure that the promotional message was truly reaching its target audience,

Monster.com and AdverTickets created an incentive for valet attendants in the

Dallas and Atlanta markets to not only hand the valet tickets to their customers,

but also to verbally mention it when initially handing the ticket to the customer and

upon vehicle pick-up.

Secret shoppers were sent out to make the rounds at various restaurants in Dallas

and Atlanta to catch attendants in the act of passing along the special promotional

message. For each market, Monster.com and AdverTickets hoped to catch the

attendants spreading the message correctly in return for $100 American Express

gift cards.

The program proved to be a success. Drivers came away with an enhanced

impact due to the creative and interactive nature of the program, and AdverTickets’

parking partners were happy to expose their employees to the opportunity of the

gift cards.

In each market, secret shoppers caught valet attendants correctly passing along

Monster.com’s promotional message. This test helped validate AdverTickets

strategy of hand-delivering a message to consumers and guaranteeing reception

of that message.

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