Jockey Brings Back ‘Underwars’ Contest, Campus Tour
Jockey International is once again looking for a few good dancers willing to show off their moves in their underwear. But this time the company is offering the chance to win $25,000, up from $5,000 last year.
People can upload to www.JockeyUnderwars.com videos of themselves in their undies busting a move. Once registered, users create an UnderWarrior character and profile on the site. Entrants choose from one of the approved songs on the Web site.
The contest uses a tournament bracket system to create head-to-head matches, or online dance-offs, for individuals or groups that post videos of themselves dancing in their underwear. People can solicit votes for their video by sending links to their online matches to friends, or by posting their videos on social networking sites.
So far, about 125 slots are open in the contest. Once all 128 are filled, the dance off begins, and the voting begins. People with the most votes will advance to the next bracket until there is one winner. The grand-prize winner gets $25,000.
The contest follows a similar promotion Jockey ran last fall. In that contest, some 64 entrants vied for a shot at a $5,000 grand prize. The winner was a three-person teamed that called themselves “Gratzi.”
www.jockeyunderwars.com/tournament/final
Jockey is also running a 25-city college campus tour to promote the contest. During the event, people can play with the JockeyUnderwars Web site through on-site kiosks. They can also be filmed in front of a green screen and have their heads appear on dancing Jockey underwear models. Visitors get a code to download their image after the event from www.jockey.com/undertour. People can send their images to a friend or upload them to a social networking site.
The company, in part, is using the tour to drive traffic to the Web site and raise awareness of its brand among the 18-24 college set, said Mo Moorman, spokesman for Jockey International.
“We want to demonstrate that we’re a fun brand that sells underwear,” he said. “We like to have a good time doing it.”
The tour runs through early April.
Jockey is also hitting a Spring Break hot spot this month. The brand is out in full force at Panama City Beach, FL. It’s running some branding in area hotels, the beach and in a local nightclub, Moorman said.
CPC is handling the Jockey UnderTour with assistance from Campus Media Group. Mr. Youth is handling the Spring Break activities.
