Dockers had become a generic term for the pleated office pant. The brand needed to take khakis “beyond the cubicle” and revolutionize a cluttered category by generating consumer excitement to strengthen its leadership position. Dockers created the first interactive “shakable” ad by crafting a new dimension in advertising—actual movement. The ad ran within a custom-build network of iPhone applications. The Dockers “shake” ads featured the khakis-clad freestyle dancer, Dufon Smith. Users shake their iPhone to initiate different dance moves. The ad became a technological and cultural phenomenon.
Dockers had become a generic term for the pleated office pant. The brand needed to take khakis “beyond the cubicle” and revolutionize a cluttered category by generating consumer excitement to strengthen its leadership position. Dockers created the first interactive “shakable” ad by crafting a new dimension in advertising—actual movement. The ad ran within a custom-build network of iPhone applications. The Dockers “shake” ads featured the khakis-clad freestyle dancer, Dufon Smith. Users shake their iPhone to initiate different dance moves. The ad became a technological and cultural phenomenon.