Jockey International launched its first viral campaign, starting with a microsite that highlights just how uncomfortable ill-fitting underwear can be.
At www.stopsquirming.com, a rich media
application lets users play with two squirming models, showing the comical and sometimes embarrassing gestures that people use to wiggle and adjust undies that don't fit.
Jockey commissioned
Boston-based marketing firm Cone, Inc. to develop the campaign, which also allows users to upload and vote on their favorite squirms. To spread the news, users can even send a "Grundy Grievance" email
that alerts friends of their underwear problems.