Shazam and Dockers have come together to launch a unique ad at the time of the US Superbowl game to engage their consumers. User can tag the music in the ad with the use of Shazam which would enable them to gain admission to the specially engineered Mobile Website of the product.
“Wear the Pants” is the new mammoth Ad Campaign floated by Dockers to reintroduce their khaki pants segment using mediums such as TV, Radio, Print, Online, etc. Jim Calhoun, President for the Dockers Brand at Levis Strauss in San Francisco stated, “There’s an opportunity to introduce the khaki category in a big way to a younger consumer, a 25-to-35-year-old who wants to act, feel and look like a grown-up. As they say, a crisis in a recession is a terrible thing to waste.”
The main attraction of the campaign shall be the pioneering TV ad to commence from February at the time of US Superbowl game. In the last 8 years, this is the only instance when Dockers ran an ad campaign during the Superbowl. This goes to show the significance of this relaunch.
An extraordinary soundtrack motivated by the song “I wear no Pants” by the Poxy Boggards has been inducted in the ad. Viewers can use Shazam while watching the ad and tag the song. They are provided admittance to a specially built website customised exclusively for this campaign. Music definitely acts as a binding agent for customers to communicate with a marketing memo. This idea is quite as same as the 2-D barcodes or image recognition in print ads or clickable outdoor ads.
Andrew Fisher, CEO of Shazam, said “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.”
The San Francisco office of Draft/FCB is responsible for the “Wear the Pants™” campaign and Television spots. Shazam is a result of the collaboration between Ignition Factory which is a media specialty division of OMD, a media buying agency.