Industry Eye: Prospecting - Dockers' All-Channel Kick in the Pants

Mobile: Viewers of the commercial could "Shazam" the ad. Shazam is an app that recognizes songs, and it responds to the pantsless men's marching song by taking users to a branded Dockers site.

Email: Dockers captured emails from everyone the campaign drove to its site, and follow-up emails came about a month later inviting them to join the "Pantsformation," which led to a video on Dockers' own website showing 12 looks one can create with Dockers khakis, contrasting them with a fellow it called "Mr. Man-child Pants" — he wore jeans, although the creative carefully avoids that word.