There are so many companies jumping on the viral marketing bandwagon lately. I'm constanly amazed by some of the campaigns being launched. Today, I investigated Jockey's new viral marketing campaign targeted to a younger audience on their website StopSquirming.com.
Jockey's StopSquirming.com site includes a section on "signature squirms," which Jockey defines as the common motions people make when their ill-fitting (i.e., non-Jockey) underwear gets uncomfortable. Users can upload their own signature squirm videos and comment on other videos.
Users can also send Grundy Grievances which are personalized video emails. As an added promotion, users who visit the site at the right time can enter to win an Under-Aid Kit, which includes three Jockey products (men's and women's kits are available).
We'll see if StopSquirming.com catches on virally or not. I suppose if the videos are funny, the site might generate a following, but as usual with viral marketing efforts, I wonder if the benefits will outweigh the investment in this brand awareness campaign. What do you think? Does it sound like Jockey has a winner here?
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