Underwars

Jockey has unveiled http://www.JockeyUnderWars.com, a funny, interactive web site that allows individuals and groups to compete in dance contests in their underwear.
Following on the heels of Jockey's first viral marketing campaign, http://StopSquirming.com, JockeyUnderWars.com takes an even edgier approach to creating buzz and building brand awareness among a younger consumer base. The campaign is part of a larger corporate initiative that includes marketing, branding and new product introductions designed to engage younger-minded consumers in a more meaningful, relevant way.