Dockers launched a 2010 Super Bowl commercial known as "Men Wear no Pants" stating that they would give a free pair of pants to people who logged on to their website. If you listen carefully to the commercial you will hear Dockers say that you can try for a pair, not guaranteeing a free pair of pants. The next day Dockers were getting responses that the site given was overloaded and hundreds of people were unable to access. Either way it allowed so many individuals to log on to their website that it crashed for a little while. Even though individuals watching the super bowl assumed that they were getting a coupon for a free pair of pants, they were mistaken. You had to enter in an e-mail address in order to be in the chances of winning a pair of the 2,010 pants offered. Everyone who entered an e-mail address received a 15% off your purchase coupon.
Even though many people were upset to find you had to enter a drawing in order to win the pants, it allowed a lot of people to see their website and become familiar with what the brand Dockers offers. I've learned that when free items are advertised in an ad or online it becomes a popular very popular subject or people.
Dockers Commercial- http://www.youtube.com/watch?v=TOfFeXRSYFI
I remember seeing this commercial during the super bowl, but I never caught the part about the free pair of pants. That is a good way to draw attention to a brand name, to bad so many website visitors were disappointed when they found out the could "try" for a free pair of pants instead of receiving a pair. I wonder if this misunderstanding caused anyone to stop buying Dockers?
ReplyDeleteI believe that if a company is going to make a promise like that, then they should follow through. Dockers is fairly popular and many people have loyalty to this brand so I doubt that many people stopped buying Dockers all together because of this misleading promise. However, I believe it is very risky for a company to do something like this. They could very well (and might have) lost a lot of customers. This was a good way to get the Dockers name out there, but I do not think it was the smartest campaign to promote.
ReplyDeleteGood point!! Even though the commerical enticed many people to visit the Docker website, I wonder if Docker really saw any benefit once customers found out the commerical was misleading. I agree with you that as a rule when companies offer giveaways it can cause a lot of attention but I believe companies shouldn't try and be deceiving because it can back fire.
ReplyDeleteI remember the commercial from last year's Super Bowl but I never realized that the deal had a cap of free pants on it. Even though it drove numerous consumers to their site how fair was it that the ad was misleading? A 15% discount is a nice way to push a customer over the edge and buy a pair of Dockers. At the very least Dockers was able to drive more traffic to their website and increase their brand awareness on the biggest commercial stage of Super Bowl Sunday.
ReplyDeleteI think that this advertisement was a brilliant idea. Although consumers really didn't receive a free pair of pants, they were attracted to the dockers website. This was a good way to let consumers educate theirselves more about the dockers brand. When the consumers went to the site they probably searched through and found their favorite pair they would want for free. So now people that didn't know what dockers had to offer found out by searching for a free pair of pants.
ReplyDeletethat is very true, anytime that there are free ites up for grab you know people will come flocking. I can see where some pople would get upset but i highly doubt that men are going to swear off dockers because their site was down. so that huge amount of exposure was very benificial.
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