• by Sarah Mahoney  @mahoney_sarah, October 7, 2009

Considering the high rate of unemployment, it was bound to happen sooner or later: Timberland is linking its new campaign for finding the right work boots to finding the right ... work.

The new effort -- themed "Stay on your feet" -- is for its Timberland PRO work boots, and visitors to its microsite can not only check out the product's innovative anti-fatigue features, they can even find a new gig to wear them to. Through a partnership with CareerBuilder. com, workers enter their field -- such as construction, manufacturing, or yes, even marketing -- and view job listings. They can also choose to get text messages with job openings delivered in real-time.

Another feature lets users check out the boot's strengths, watching it lift weights, jump its own laces, and blow up a car battery.

A Timberland spokesperson tells Marketing Daily that regional TV ads for the boots are scheduled to run in 23 markets on Fox Sports Networks, as well as FSN affiliates for NHL games. "In addition to the spots, Timberland PRO will also have an in-game feature that highlights the "Stay On Your Feet" play of the game," she says.

The campaign also includes a "Toughest Man" contest, inviting visitors to share their toughest day on the job. Weekly winners will get a free pair of boots, and a grand prize winner will win a $1,000 American Express gift card, plus new work boots for themselves and four friends. Ads are from Mullen Advertising, while Porter Novelli is handling the contest, placement on social media channels, such as Twitter, Facebook and YouTube, and local radio promotions.

"Whether someone works 12-14 hours on their feet, has had a change in their career over the past year or just needs to stay comfortable and protected, Timberland PRO is committed to keeping working professionals at the top of their game," the company says in its release. "Through this new site, we're able to help keep workers on their feet by providing critical information to outfit them appropriately for the job at hand."

Meanwhile, the company continues to expand its Earthkeepers efforts, an ongoing campaign that highlights the brand's commitment to sustainability. Last week, it announced a new partnership with singer Wyclef Jean, with a new line of boots for men, women and children set to debut next month. For every pair sold, the company will donate $2 to the performer's Yele Haiti organization, which works on reforestation projects in his native Haiti.