Industry Eye: Prospecting - Dockers' All-Channel Kick in the Pants

Spend $3 million on a Super Bowl ad and it better drive viewers to more efficient marketing channels. Dockers' "Wear the Pants" Super Bowl blitz drove consumers into every communication channel available.
Website: The Dockers ad capped 30 seconds of modern men marching through fields in their underwear — singing — with a simple, strong call to action: Go to the website for a chance to win free pants. Print and web ads containing Dockers' "Man"-ifesto similarly drove consumers to its site. Dockers.com's daily reach increased more than fivefold following the Super Bowl, according to website tracking company Compete.