Commentary
Online Advertising Creativity: Social App as Advertising: Night Agency; Hanes, "The Hanes' Socks Drive"
- by OMMA Magazine Writers , September 3, 2010
Hanes, "The Hanes' Socks Drive"
SOCIAL APP AS ADVERTISING
This past holiday season, Hanes tapped Night Agency to construct a marketing campaign that would both drive awareness and help a worthy cause. Since the most sought after item in homeless shelters across America is clean, dry socks, the team created the Hanes' Sock Drive, with the goal of delivering 100,000 pairs of socks to the United Way. To achieve that goal, the team created a Facebook application that allowed consumers to send virtual socks to up to three Facebook friends. For every pair of virtual socks sent, Hanes would donate one pair of real socks to the United Way.
