Dockers is advertising during the Super Bowl for the first time since 2002 with an integrated campaign that includes technology provided by a mobile music discovery application provider and a branded content site to engage the consumer more deeply than a 30 second spot during the game could.

Men Without Pants

Dockers has partnered with Shazam to develop the "Men Without Pants" TV commercial. Viewers who have Shazam downloaded on their smartphones can tag the spot when it airs during the game. They are then taken to the branded-content page, which includes a khaki pant giveaway promotion that is running through Feb. 15th.  The commercial will air through 2010 on NBA on TNT, FX, Comedy Central and the Discovery Channel and will also air online immediately following the Super Bowl debut.

The brand's tongue-in-check "Wear the Pants" global ad campaign launched in December 2009 with the goal of re-establishing khaki as a "must have" part of a man's wardrobe.

Call to Action

Dockers is one of a growing number of brands that are advertising on the Super Bowl - and integrating the ad with a call-to-action that sends the viewer to the internet to find out more about the company or the ad itself. HomeAway, an online vacation rental marketplace, is another example.

It is launching its first national integrated marketing campaign on Super Bowl Sunday not only by reprising the Griswolds from the 1980s movie "National Lampoon's Vacation" but also by incorporating an extended online campaign.

The online piece includes a word-of-marketing style road trip in which an exact replica of the Family Truckster hits the road in late Spring to visit vacation destinations to spread the word about its portfolio of vacation rentals. There are also Facebook and Twitter accounts from 'Chris Griswold' as well as a game and website where people can share their own vacation horror stories.