Ecommerce Viral Marketing: Jockey Wants to See You Squirm

Well it’s Friday, so we’re gonna talk about the lighthearted side of social media for ecommerce and Jockey’s latest viral campaign “StopSquirming.com”

Here’s the lowdown on the campaign:

Signature Squirms - Built in YouTube features. You can upload your own squirms, rate other squirms, comment and view squirms by location on a map. (US only)

Grundy Grievances - You can playfully let your friends know you’re on to their bunching problems and other brief-beefs with Grundy Grievances. You choose a “counselor”, a grievance reason (choice of 5), enter your message, and preview your little movie complete with funny sketch by your “counselor.” Well, you gotta try it out to see for yourself.

Citizens Against Squirming - Recruit your friends to “Bring Up the Rear” and receive a chance to win one of the daily “Under-Aid Kit” giveaways - a free 3 pack of underwear in the colors of your choice.

Underwear although covered by clothing is still important to one of Jockey’s most important market segments - young, hip teens. Remember only ten years ago what a fashion statement Marky Mark Whalberg (hey stop laughing) made with his Calvin Klein ads? Soon girls and guys found it cool to wear baggy hip hops style pants and expose the branded waistbands of CK, Tommy, Polo, Nautica and Joe Boxer. Flashing your waistband is no longer en vogue (thank God), but tweens and teens are still brand and image conscious about what they buy and wear down there.

Jockey’s essentially had one main marketing message for years: we’re comfortable. Remember a few years back their tagline “Jockey. Really, really comfortable underwear.” And usually comfortable means plain, boring, maybe a little conservative but not fashionable. Certainly the Stop Squirming campaign reinforces that core message, while adding a twist of hip-and-cool. Will the viral campaign translate to sales? If nothing else, teens and tweens will be associating Jockey underwear with comfort for years to come. And when the day comes when comfort is paramount in the purchase decision for skivvies, Jockey will be there.

So go on, check out the site. It’s a guaranteed Friday chuckle. Here are a couple more of my favorites:

This is nice and graceful, and the model looks a bit like a MyHeritage morph of Nancy Kerrigan and Tonya Harding.