Dockers and Shazam
have developed a way allows viewers who watch the
new Dockers "Men Without Pants" TV commercial to use their smartphones for more "engagement,"
The new commercial debuts during the Super Bowl XLIV broadcast on
February 7 on CBS, the first Dockers commercial to air on the Super Bowl
since 2002. Viewers who have Shazam downloaded on their Android, BlackBerry, WinMo, iPhone or Nokia smartphone
can tag the spot and are instantly taken to a branded-content page.
On
this page, consumers can read about the "Wear the Pants" campaign,
learn about and purchase the "I Wear No Pants" track and more. The ad
debut will also include a khaki pant giveaway promotion that can be
entered immediately via consumer mobile devices with the Shazam technology.
The commercial continues through 2010 on a variety of shows
and networks including NBA on TNT, FX, Comedy Central and the Discovery
Channel and will also air online immediately following the Super Bowl
debut. The khaki give away runs from February 7 - 15, 2010.
The specially created soundtrack for the spot, which is performed by the
actors featured in the ad, was inspired by the song "I Wear no Pants" by
The Poxy Boggards, a 13-man band who perform original and traditional
songs. The original Poxy Boggards song is available for purchase online.
The brand's new "Wear the Pants" global ad campaign launched in
December 2009 and is fully integrated with broadcast, print, billboard,
radio, social media, events and digital marketing. The campaign
celebrates the reemergence of the khaki as the go-to versatile
pant in a man's wardrobe. The tongue-in-cheek campaign encourages men to
Wear the Pants™ and has stirred up a passionate discussion online
about what it means to be a man and the role of gender in today's
society.
The "Wear the Pants" campaign and television spot were created by the
San Francisco office of Draft/FCB. The innovative integration of Shazam®
was developed in partnership with Ignition Factory, a creative media
specialty unit of Dockers® media buying agency OMD. Dockers works with
the Ignition Factory to develop breakthrough marketing concepts in
media, technology and pop-culture and proactively find new ways to reach
and engage consumers.
For consumers that don't have the Shazam application on their
smartphone, it is available on AT&T by texting "pants" to 7299
(messaging and data rates may apply), or by downloading it from the AT&T
App Center. The Shazam application can also be found on BlackBerry
App World, App
store, Android
Market, Windows
Phone Marketplace and the Ovi
Store by Nokia.