Monster.com

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 With the thousands of resumes pouring in for any given job these days, Employers wish they could eliminate the scores of unqualified resumes they invariably get when searching for a candidate online.Monster’s new Power Resume Search helped them do just that.

During the launch, top Fortune 1000 customers received a rather mysterious package that simply stated ‘Before you open this box, think of an object, any object…’ We know what you’re thinking. Upon opening the box, recipients were greeted with a personalized brochure elaborating on the intuitive capabilities of Power Resume Search and 6th Sense Technology.To underscore just how revolutionary this technology was, we included an electronic version of 20 Questions with the explanation that it, too, knows what you’re thinking (only it asks a lot more questions). Recipients were invited to enjoy the game and then call for a free demonstration and free trial of Power Resume Search in action.

A direct mail campaign that captured as many imaginations as it did Free trials of the Power Resume Search. In addition to a 2.3% call back rate, a surprising amount of decision makers called up to ask for the trial as well as another 20 Questions electronic gizmo for their kids!