I didn't see this the first time around, but Career Builder launched a great site in conjunction with their Superbowl campaign. The site, Monk-E-Mail, allows visitors to build a monkey and a message to send to a friend. Now, there's nothing particularly new about the idea, but the execution is great.
I particularly like the options they give visitors for building a message to accompany the monkey they've created. Instead of just using pre-fab messaging, visitors are allowed the option to phone in a recorded message! This was a great addition to what would be an otherwise "run of the mill" campaign.