Dockers® Brand Launches the World's First "Motion-Sensitive" Advertisement for iPhone

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Innovative New Ad Format Combines Power of an iPhone Application with Broad Reach of an Advertisement

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The Dockers® brand will continue to seek out new interactive technologies and cost-effective ways to reach and engage our loyal consumers.

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Dockers® San Francisco today announced the first truly interactive, "shakable" mobile advertisement within iPhone applications. By combining the reach of an ad with the immense popularity of iPhone applications, Dockers® is pioneering an innovative new advertising channel to not only interact with consumers but engage mobile users with the Dockers® brand.

The Dockers® "shakable" ad, available in a number of popular iPhone applications, integrates the functionality of the iPhone by taking advantage of the accelerometer technology, evolving the standard online banner ads to fit this new medium. The motion-sensitive and sound-enabled mobile advertisement will be embedded directly in select game applications. The beauty of this new advertising is its ability to engage consumers in the same way they are interacting with the iPhone and its applications - through interactive play. The Dockers® brand is at the forefront of companies using alternative advertising mediums to directly reach their target.

"Dockers® San Francisco is the first brand to fully utilize the iPhone's technology to deliver an interactive message within applications, which is still a relatively new channel for advertising," said Sherri Phillips, vice-president of marketing, Dockers® San Francisco. "The Dockers® brand will continue to seek out new interactive technologies and cost-effective ways to reach and engage our loyal consumers."

"Shakedown 2 Get Down"
The ad, titled "Shakedown 2 Get Down," features Dufon, a.k.a. Orb/Orbit/Orbitron, a freestyle dance expressionist from a Seattle group "Circle of Fire," dancing around the screen wearing Dockers® Vintage Workwear Khakis. In between levels of gameplay in the select application, users are prompted to "shake" the iPhone setting off Dufon's unbelievable dance moves. Consumers will receive a full sight and sound dance experience. The creative concept and filming where handled by interactive creative firm Razorfish, in Seattle.

The ad will launch in early March and will run for four weeks within free iPhone applications, such as: iBasketball, iGolf, iBowl and iTV.

Agency partner OMD was the inventive force behind the new Dockers ad and are currently one of the leaders in the application-advertising space.

"Mobile marketing is one of the advertising platforms that will continue to grow despite the current economic recession, allowing companies to strategically employ constricted ad dollars," said Jonathan Haber, US director, Ignition Factory - OMD. "We're always excited when we can engage and interact with a targeted group of users through this kind of blended advertising technology."

With the popularity of free application downloads being 200 to 1 over paid apps (source: OMD), this new realm of marketing monetizes applications beyond digital sales and provides a more targeted reach. Currently, there are 27,000 applications that have been downloaded more than 500 million times on the iPhone (source: OMD). With the iPhone's interactive platform, it lends itself to new and innovative ads that allow users to directly interact with the brand.

About Dockers® San Francisco
The Dockers® brand is the leading purveyor of comfortable and stylish casual wear and continues to expand product offerings to provide men and women with clothes for a versatile, on-the-go lifestyle. Dockers® khakis were first introduced in 1986 as the casual alternative to jeans and dress pants. The line has since expanded from men's casual pants to a lifestyle resource offering a full range of head-to-toe products for men and women. For information on Dockers® products call 1-800-DOCKERS or visit

About OMD
OMD ( is one of the largest and most innovative media communications specialists in the world, with more than 140 offices in 80 countries. Named Most Creative Agency in the World by The Gunn Report for Media for four consecutive years, OMD also had the distinction of being named 2008 Global Media Agency of the Year by Adweek. The agency network is a unit of Omnicom Group Inc.

About OMD's Ignition Factory
OMD's Ignition Factory is a creative catalyst unit within the agency, focused on breakthrough media concepts in technology, marketing and traditional media. The Ignition Factory also encompasses gaming, mobile and emerging media exploration and execution on behalf of OMD's portfolio of clients.

About Razorfish
Razorfish is one of the largest digital marketing companies in the world. With a demonstrated commitment to innovation, Razorfish counsels its clients on how to leverage digital channels such as the Web, mobile devices, in-store technologies and other emerging media to engage people, build brand loyalty and provide excellent customer service. The company is increasingly advising marketers on Social Influence Marketing, its approach for employing social media and social influencers to achieve the marketing and business needs of an organization. Its award-winning client teams provide solutions through their strategic counsel, digital advertising and content creation, media buying, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, China, France, Germany, Japan, Spain and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi's, McDonald's and Starwood Hotels. Visit for more information.


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