Dance, baby, dance

Jockey has created a pair of microsites to remind people to buy new underwear, reports Brandweek.

It's hoped that the humorous approaches taken on StopSquirming.com and JockeyUnderWars.com will appeal to young people who might not put much thought into underwear.

The first site features e-cards to send to friends, as well as scenes of people in uncomfortable underwear situations. The latter encourages the uploading of videos of people dancing in their underwear, which are then pitted against one other in a competition.

While Jockey is doing minimal advertising - mostly online - for the sites, the company hopes word-of-mouth will spread the sites organically. Jockey says it will try to compare the reach of the sites against the response it would have received with a traditional ad buy to measure the campaign's success.