Free underwear for life

The Offer:, a high-end underwear e-commerce site launched by Life Apparel in February 2012, is providing visitors who sign up as members with 20% off all purchases for a limited time. The brand also ran a “Free Undies for Life” contest on its Facebook page from January through March 1. To enter the sweepstakes, users had to “Like” the Me Undies page and enter basic personal information. Winners receive 10 pairs of free underwear a year for the next 20 years.

The Data: The site started its Facebook page, which currently has more than 59,000 fans, in mid-December 2010 to create buzz before the line’s actual launch in February 2012. The brand regularly tweets about discounts and giveaways to its more than 95,000 Twitter followers.

The Channel: Me Undies promoted the sweeps heavily on Twitter, where it also offered other prizes, including a free pair of underwear for retweeting specified links and $1,000 for emailing the brands with photos of themselves wearing Me Undies products.

The Creative: Me Undies plans to set up underwear vending machines at gyms, hotels, airports and retail stores so that people can purchase undergarments on the go. As of press time, the first machine was already set up and operational in Confederacy, a Hollywood Boulevard clothing boutique co-owned by That 70s Show actor Danny Masterson.

The Verdict:

Thomas Mueller is global director and practice leader of customer experience at Siegel+Gale, a strategic branding firm, where he has done work for American Express, Nokia, LexisNexis and others. He was hired as one of the first Razorfish design directors in 1995. Read our Q&A with Thomas for more.

The entry experience on Facebook features a sweepstakes which is straightforward and disappointingly bland. For a brand like Me Undies, I expected  a risky approach with more attitude. The site’s one slick component is a “drag-and-drop” feature that allows users to pull items into a virtual drawer.

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