Dockers is making a big splash around Father’s Day.
The apparel brand is celebrating fathers with a tribute on the world’s biggest stage—the Reuters Board in New York City’s Times Square. The company is asking consumers to submit stories and photos of their dads. The tribute will be broadcast from noon to 2 p.m. through June 16 on the board and a 20-hour stream on Father’s Day, June 17.
Consumers send their tributes online to Dockers.com/Dad. On the site, visitors can create a message, forward one to a friend or view other submissions. A Web cam will show the Reuters Board in real time during the live hours. Fathers will receive an e-mail driving them to the Dockers Dad’s Wall of Fame to view their own personalized message online.
And for each tribute posted, Dockers will donate $1 (up to $50,000) to the National Prostate Cancer Coalition.
“The Dockers brand dresses more fathers in the U.S. than any other men’s clothing brand, so we are extremely excited to lead the world’s largest effort to tell him, ‘thanks dad,’” said Sherri Phillips, vice president Dockers brand marketing, in a statement.
Dockers is supporting the Thanks Dad campaign with print ads, TV and radio spots and online marketing initiatives, which Silverlign Group is overseeing.
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