Jockey Activates A Fully Integrated Marketing Campaign In The Moment

Challenge

How did a humble pair of briefs make butt-shaking history? When Jockey challenged their marketing team and Zeno to create a defining cultural moment for the underwear brand that tied in with their campaign, “Supporting Greatness.”

Disruption

In late September 2014, Madison Bumgarner was the “ace” pitcher of the San Francisco Giants staff and the team was heading for the post-season. His nickname alone–MadBum–suggests he was born to promote underwear. So Jockey bet big–first engaging MadBum as spokesman, then building an entire integrated marketing program around a limited-edition line of Jockey MadBum underwear. It was all or nothing: The campaign could only activate if the Giants and Bumgarner prevailed, winning the entire World Series. Jockey’s integrated campaign generated more than 330 stories and 700 million earned media impressions, with one billion media impressions overall and traffic to Jockey.com rose more than 50 percent after the Jockey MadBum activation. But nothing topped Jimmy Fallon’s bum. Hosting the World Series MVP, Madbum, on ‘Late Night,’ Fallon donned the limited-edition briefs, turned his back to the camera–and shook it good.