It is building a promotion for U.S. workers to compete in producing a commercial for the 2010 Super Bowl. Workers can submit a 25-second video to be considered for the Super Bowl spot to HireMyTVAd.com.
The winner gets a $100,000 prize; the runner-up wins $50,000. The contest launches on May 13 and runs through July 3, 2009.
Doritos is one major TV advertiser that has run consumer creative contests the last couple of years in the big game. Under its "Crash The Super Bowl," the winner got $1 million, plus scoring highly in polls among viewers who closely eye Super Bowl messaging.
Increasingly, TV marketers are using consumers and everyday people to come up with their creative in an effort to connect with viewers as part of a big TV marketing promotion.
This will be the sixth consecutive year that CareerBuilder will run an ad in the big game. Last year, the price tag to buy a spot in the Super Bowl had many advertisers paying $3 million for a 30-second commercial to run on NBC. The exciting game between the Pittsburgh Steelers and Arizona Cardinals became the highest-viewing Super Bowl ever.