Challenge: How do you push Kmart’s Joe Boxer line of underwear during Christmas when Target massively outspends you during the holidays?
Solution: You turn the classic product demo on its head in a risqué way. The "Jingle Joes” danced through the holidays and immediately made some noise. The long format video received local and national press. The video was featured on The Today Show and Good Morning America and picked up in the trades.
We utilized cross-channel integration, which enabled consumers to click on their favorite Jingle Joe’s pair of boxers and purchase them seamlessly.
The subsequent “Jingle Joes” app also made some holiday noise. Consumers were able to create their own twists on familiar Christmas carols as six Joe’s danced to the beats people created. These custom songs were then pushed out and shared across social media.