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January 22, 2008

Want $5,000? Dance in Your Underwear!

by deirdrewalsh

Light porn or good promotion? You decide. Jockey International, the Wisconsin-based undergarment manufacturer, is kicking off the new year in rare form. It just launched an interactive marketing campaign inviting folks to post videos of themselves dancing in their skivvies.

The 131-year-old company is counting on bloggers and social networking sites to spread the word about the dance-off contest at jockeyunderwars.com, which awards $5,000 to tournament winners. Yes, that’s right. The company has organized this video contest in bracket format. It brings a whole new meaning to March Maddess.

While I’m all about viral marketing, I’m not sure I want to see the average American dancing in the drawers. I am, however, interested to see if this campaign gets traction, engages users, and most importantly, generates sales for the underware giant.

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