S&K Menswear Celebrates Father’s Day with Viral Campaign
By Amy Johannes
S&K Menswear is saluting Father’s Day with a viral campaign that lets people paste images of Dad’s head onto a dancing body.
Visitors can upload images to www.DancingDaddy.com and select from a choice of dancers’ bodies: a hip-hop playa, a retro hipster, a country line-dancer, or a disco fever-sufferer.
The retailer is using the campaign in part to drive traffic to its online store, Stephanie Bergreen, vice president of Web for RightMinds [www.rightminds.com/], the agency handling the microsite, said. It’s also plugging its S&K gift cards for Father’s Day. The firm is part of S&K Famous Brands, Inc., which operates 220 menswear stores in 26 states.
The viral effort, which runs through Father’s Day, mimics other viral efforts using dancing bodies and images. Perhaps the most well known is Office Max’s holiday Elf Yourself promotion. The retailer brought its popular promotion, which let people post mugs onto dancing elves and also to dancing scrooges. Toy and EVB handled that effort. In its second year, more than 123 million elves were created in six weeks.
The S&K campaign is being marketed via direct mail, online on social networking and community sharing Web sites, including Facebook, YouTube and MySpace and with banner ads.
