Fashion brand Dockers and music discovery service 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. Once the ad is shazamed, viewers will link directly to a branded-content site.
The new commercial debuts during the Super Bowl XLIV broadcast on 7 February on CBS, the first Dockers commercial to air on the Super Bowl since 2002. Viewers who have Shazam downloaded on their phone 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 buy the I Wear No Pants track and more. The ad debut will also include a khaki pant giveaway promotion that consumers can  enter immediately via their mobile phone, using 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 7 15 February.
The Dockers brand is not only reinventing the khaki, but also how it engages consumers in relevant and meaningful ways, says Dockers Brand President, Jim Calhoun. With the Shazam technology, we are inviting consumers to dig deeper into our brand and our products with the touch of a button.
The Wear the Pants campaign and TV ad were created by the San Francisco office of Draft/FCB. The integration of Shazam was developed in partnership with Ignition Factory, a customers who dont have the Shazam application on their phone cen get it by texting PANTS to 7299, or download it from the AT&T App Center.