Jockey Underwars

 

Challenged with launching a campaign to introduce new products, build brand awareness and increase market share among a younger audience, we created an online underwear dancing community and tournament. 

People submitted videos and challenged each other in dance-offs for votes, concluded in a 128-slot bracket tournament for a grand prize of $5,000. Jockey Underwars gained national coverage on NBC, MSNBC, and Sports Illustrated.

Role

 

— Creative Director

 

User submitted video from Oliviahuff

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JockeyUnderwars.com allowed users to submit dance videos (in their underwear) for the ultimate dance off for cash.

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Select opponents to challenge and let the people vote!

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Contestants competed against each other in versus mode as well as a championship tournament bracket for cold hard cash.

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Grand champ won $5,000.

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To raise awareness for Jockey, the site showcased a new line of underwear that promoted being comfortable in your own skin.

Jockey loved the campaign so much they ran it twice, once over College Basketball's March Madness.