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BizReport : Advertising archives : February 01, 2010

Developing an integrated campaign? Here is how Dockers did it

Are you already making notes about the upcoming SuperBowl ad-fest in the US? Many marketers are, as the SuperBowl is known as much for cutting edge and different commercials as for the football action on the field. For the first time since 2002 American consumers will see a Dockers ad during the Super Bowl.

by Kristina Knight

dockers.jpgNot only that but the Dockers brand is launching a fully integrated campaign: television, mobile and online. Think it can't be done well? The results will be seen on Super Bowl Sunday, just under a week from now.

Dockers is partnering with mobile music app Shazam, to provide a branded mobile content portal. The campaign begins with the televised SuperBowl ad, inviting consumers to link over to the mobile site. Consumers with the Shazam platform on their smartphones can 'tag' the commercial as it airs; from there they are taken to the branded portal with an offer: a pants giveaway.

The integrated campaign will run throughout February and will also air during NBA televised events.

"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, Shazam CEO. "[This] partnership represents the first opportunity for Shazamers to experience this new brand journey in 2010."

Smartphone users who aren't already using Shazam's portal can do so by downloading the application.

Tags: advertising, Dockers, integrated campaign, mobile marketing, Shazam

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