Dance for me Dufon!

March 12, 2009 at 12:17 pm | Posted in Campaigns, Mobile Marketing | Leave a comment
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Everyone knows that the iPhone has opened doors for new and innovative marketing efforts. With the advent of the App Store, companies have been able to create cool new ways to interact with their customers. One of the newest things to hit the iPhone is an ad that uses the phone’s motion-detecting feature. It’s the newest form of mobile marketing out there, and it’s pretty cool.

Dance for me Dufon!

Dance for me Dufon!

So what trendy company is introducing this new type of advertising? Oh, it’s Dockers. Not exactly the company I would expect to release a tech-savvy ad, as I equate with 45+ year old men. But according to the director of brand marketing, Dockers is trying to align themselves with a younger, edgier crowd. Their new iPhone ad is targeted towards 30-39 year old tech-savvy men, which falls within their new target market.

Dockers decided to use the iPhone as their medium so they could target their audience “when and where he’s open to our message.” According to AdAge,

The placement of the interactive ad in gaming applications makes a strong case for the target consumer to engage with the brand. “He’s in a gaming mode and in the mood to be entertained,” [Dockers director of brand management] said.

The ad features Dufon Smith, a self-proclaimed “freestyle expressionist of dance,” wearing a pair of Dockers khakis. Each time the user shakes the phone, Dufon performs some of his dance moves. Pretty cool if you ask me.

I’ll leave you with a video of Dufon doing his thing. Amazing.


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