With consumers now inextricably linked to their mobile devices and connected 24/7, the Dockers brand has created an innovative way to provide consumers with relevant content on their terms. Dockers and Shazam have developed an integrated program that allows consumers who watch the new Dockers “Men Without Pants” TV commercial to use their mobile devices to engage at a deeper level with the brand – a world's first. Once the ad is “shazamed,” viewers will link directly to a branded-content site. This technology is a major step forward in making TV clickable like digital media.
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 smartphones 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 Dockers brand is not only reinventing the khaki, but also how it engages consumers in relevant and meaningful ways,” said Jim Calhoun, Dockers Brand President. “With the Shazam technology, we are inviting consumers to dig deeper into our brand and our products with the touch of a button.”
"Consumers are increasingly looking to connect with the brands they love on a richer, more emotional level, and our world-first partnership with Dockers is a clear and unique example of how that engagement can be achieved," said Andrew Fisher, CEO of Shazam. "Innovation has always been at the heart of the Shazam proposition, and this partnership represents the first opportunity for Shazamers to experience this new brand journey in 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.