Dockers extends ‘Wear the Pants’ campaign to interactive Super Bowl effort

Levi Strauss & Co.’s Dockers brand is taking its “Wear the Pants” campaign to the Super Bowl with a promotional effort that integrates TV, online and mobile marketing. The initiative is a result of the company’s partnership with music site Shazam.

Dockers is giving away more than 5,000 pairs of pants during Super Bowl Sunday as part of the new leg of this initiative. The larger campaign, created by Levi’s agency of record, Draftfcb San Francisco, and initially launched December 1, promotes Dockers’ khakis as an upgrade from jeans.

The TV commercial “Men without Pants,” which will debut during the game, calls men to use their mobile devices to “Shazam,” the ad. The Shazam app identifies the song in the ad and links listeners to a branded Dockers site, where they can shop for pants, download the song or enter the promotion to win a free pair. Mobile users can download the Shazam application across devices in order to participate.

“It allows us to deepen the engagement with consumers when they view the ad, and it creates a two-way dialogue when consumers view TV instead of just being a passive advertisement,” said Jen Sey, VP of global marketing at Dockers. “This allows consumers to interact and engage with our brand provided content.”

Those who enter the promotion can opt in to receiving more mobile marketing messages. Sey explained that the theme of the additional messages is yet to be determined, but that it would likely include new product launches.

The TV ad’s creative does not explain how to use the Shazam ap. However, Dockers will use e-mail and social media to spread the word to its fan base before and during the Super Bowl. The “Wear the Pants” campaign will run through 2010.

“The brand’s message is around wearing the pants and masculinity, and the Super Bowl is obviously the biggest sports day of the year, so we thought it be the perfect place to launch our promotion,” Sey said.

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