Dockers ‘Pants Dance’ 27‘Time per interaction’ engagement metrics for the Dockers’ pants-dance
ad.
Lessons
The campaign is a great example of how knowing your audience and tailoring
a campaign that delivers engaging content in an innovative way through the
appropriate channel can resonate with consumers and deliver above-average
results for brands. The way Dockers and Medialets tapped into the rapidly
growing iPhone market, chose to serve their ads on iPhone apps that were
popular with their target demographic (mainly sports games) and harnessed
one of the iPhone’s innovative features (the accelerometer that allows the
device to measure and react to movement), all combined to deliver a unique
campaign that resonated with their audience.