To introduce men to the new Dockers® Alpha Khakis, Grow created the Are You an Alpha Fan? program that tapped into the target’s passion for sports. Teams of Dockers® brand ambassadors went out to sports bars across the country on a big college game day and dared guys to drop trousers in the middle of the bar to try on Dockers® Alphas Khakis. Guys who were willing to try on the pants walked away with a free pair of khakis and were entered to win an ultimate home entertainment package. Fliers were passed out to all bar patrons directing them to Macy’s the next day for a Dockers® GWP.
- Over 700 participants tried on the pants
- 9,700 unique Twitter users reached via the Twittersphere in one day