Dockers Introduces 'Shakeable' iPhone Ad

Apparel Maker Uses Device's Motion-Detecting Accelerometer

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SAN FRANCISCO ( -- The latest example of a cool marketer-created iPhone experience is not an app but an ad. Apparel maker Dockers San Francisco has created a "shakable," motion-sensitive ad that uses the phone's motion-detecting feature.

Dockers shakable iPhone ad

The ad, which stars Dufon (aka Orb/Orbit/Orbitron), an urban street dancer from the Seattle dance group "Circle of Fire," will appear in the iPhone games "iBasketball," "iGolf" and "iBowl" and the lifestyle application iTV. Between the various levels of game play, users will be prompted to shake the iPhone to spur the Dockers-donning Dufon to perform his moves.

Uses accelerometer
Dockers believes it is the first brand to launch a motion-sensitive ad that makes use of the handset's accelerometer, which detects movement. It's the feature that lets users change the orientation of the phone from, say, portrait to landscape when they want a bigger view of a photo or web page.

The San Francisco-based apparel brand, which at one point in its history was synonymous with casual-Friday office-wear, is targeting 30- to 39-year-old men with its latest mobile advertising.

"Our target is tech-savvy," said Patti Sircus Bender, director of brand marketing at Dockers. "With the introduction of the iPhone and other technologies, it became clear to us we need to talk to our target when and where he's open to our message."

Ms. Sircus Bender said 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 gaming mode and in the mood to be entertained," she said.

Dollars shift
Dockers sought to reinvent its positioning several years ago by injecting more edginess to its name, rechristening itself Dockers San Francisco to invoke a more relaxed and casual feel associated with the city by the bay. It has since shored up its clothing lineup, adding more hip styles to its staple of pleated khakis.

Ms. Sircus Bender said the brand would continue to seek out innovative advertising channels, in step with its strategy to shift more of its budget to digital, a move that began last year and is expected to continue in 2009.

The ad will launch within the next week and run for four weeks, Ms. Sircus Bender said.

About 27,000 applications have been downloaded more than 500 million times on the iPhone, according to OMD, Dockers' media agency. Razorfish is Dockers' online and creative agency of record.

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