The world was just coming out of one of the biggest economic downturns in history. Monster.com, the world's leading jobs site, decided it was time to turn the conversation around. The world had seen enough doom and gloom. It was time to be positive again.Enter the Fiddling Beaver.Industrious, determined, optimistic, and furry, the beaver represented the spirit of the American worker. And showed that Monster.com can lead the path to success.Anchored by an interactive website, the 'Fiddling Beaver' campaign spanned viral videos, unbranded seeded content, a 2010 Super bowl appearance, social media, and Web banners.

The 'Fiddling Beaver' campaign began by seeding unbranded footage of a talented beaver fiddling in the Subway. A few weeks later, the Fiddling Beaver made his first public appearance in a commercial during the 2010 Super bowl. At the moment of kickoff, we launched Fiddle-a-Friend.com, where people could create Rap, Country, or Europop music videos starring the fiddling beaver. Users could personalise the videos by creating their own message and lyrics, and by inserting photos to appear in the video which they could send to friends.The site was directly connected to Facebook and Twitter, which eased photo uploads and sharing. In addition, the beaver also got his own Facebook and Twitter accounts, and began interacting with his thousands of fans. Next, we created mash-ups with the Fiddling Beaver, and planted them on Youtube, encouraging other users to follow our lead and engage with the beaver on their own terms.

The 'Fiddling Beaver' received more that 700,000 Youtube views within its first week. Total views from all Web content thus far are nearly two million. The Fiddle-a-Friend website welcomed hundreds of thousands of visitors, many of whom created and shared personalised videos with their friends. The campaign received millions of dollars in unpaid press, with feature articles in The New York Times, Time magazine, USA Today, and scores of other media. The 'Fiddling Beaver' landed in the USA TODAY Admeter Top Ten, and Monster.com enjoyed record numbers of users on their website.