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.