Denim giant Levi Strauss & Co.'s Dockers brand is making its Super Bowl television commercial interactive by letting smartphone users tag the ad to get branded mobile content.

With consumers now inextricably linked to their mobile devices and connected 24/7, the Dockers brand wanted to create a way to provide people with relevant mobile content, thus making TV clickable like digital media. Dockers has partnered with Shazam to develop an integrated program that lets consumers who watch the new Dockers ?Men Without Pants? TV commercial use their mobile devices to engage at a deeper level with the brand.

?The Dockers brand is always seeking to engage consumers in ways that are meaningful and relevant,? said Jen Sey, vice president of global marketing at Dockers, San Francisco. ?With the explosion in mobile technologies and consumers increasingly turning to their smartphones for discovery and engagement, we wanted to make sure we were connecting with them on their terms. 

?As the leader in the casual pant category, Dockers is speaking to men across a broad spectrum,? she said. ?We?re sending out a humorous call to manhood to encourage men of all ages to step up and ?Wear the Pants.??

Dockers is a khaki pants brand owned by Levi Strauss & Co.

Dockers San Francisco created the first interactive "shakable" mobile advertisement within a custom-built ad network of iPhone applications (see story).

The khaki maker allowed users to control a street dancer's movement and averaged 42 seconds of engagement per viewer (see story).

Shazam Entertainment Ltd.'s Shazam is a mobile music discovery application that lets consumers experience and share music with others across mobile devices and the Internet.

The ?Wear the Pants? campaign and TV spot were created by Draft/FCB, San Francisco.

The integration of Shazam was developed in partnership with Ignition Factory, a creative media specialty unit of Dockers? media buying agency OMD, a unit of Omnicom Group Inc.

Dockers works with the Ignition Factory to develop marketing concepts in media, technology and pop culture to find new ways to reach and engage consumers.

Ready for football?
The new commercial debuts during the Super Bowl XLIV broadcast on Feb. 7 on CBS, the first Dockers commercial to air on the Super Bowl since 2002.

To tag the TV spot using the Shazam application, users point their mobile device with the Shazam application open and select ?Tag? and a branded content page will appear.

Viewers who have Shazam downloaded on their smartphones can tag the TV spot and are taken to a branded-content landing page.

On this page, consumers can read about the ?Wear the Pants? campaign, as well as learn about and buy the ?I Wear No Pants? music track.

The ad debut will also include a khaki pant giveaway promotion that can be entered immediately via consumer mobile devices with the Shazam technology. The khaki give away runs Feb. 7?15. 

The commercial continues through 2010 on a variety of shows and networks including the NBA on TNT, FX, Comedy Central and the Discovery Channel and will also air online immediately following the Super Bowl debut.

Pants or no pants?
The specially created soundtrack for the spot, which is performed by the actors featured in the ad, was inspired by the song ?I Wear No Pants? by The Poxy Boggards, a 13-man band who perform original and traditional songs.

The original Poxy Boggards song is available for purchase online, and it costs $0.99 on iTunes.

The brand?s new ?Wear the Pants? global ad campaign launched in December 2009 and is integrated with broadcast, print, billboard, radio, social media, events and digital marketing.

The campaign celebrates the reemergence of the khaki as the go-to versatile pant in a man?s wardrobe.

Dockers said that the tongue-in-cheek campaign encourages men to Wear the Pants and has stirred up a discussion online about what it means to be a man and the role of gender in today?s society.

?The campaign celebrates the reemergence of the khaki, a product whose heritage is rooted in the military, as an everyday way for men to convey masculine pride,? Ms. Sey said. ?The pants are just one piece of the puzzle though.

?The ad heralds a return to behaviors befitting male adulthood,? she said.

For consumers that don?t have the Shazam application on their smartphone, it is available on AT&T by texting the keyword PANTS to the short code 7299 or by downloading it from the AT&T App Center.

The Shazam application can also be found on RIM?s BlackBerry App World, Apple?s App Store, Google?s Android Market, Microsoft?s Windows Phone Marketplace and the Ovi Store by Nokia.

?The Dockers brand works with its partner agencies to bring its vision to life,? Ms. Sey said. ?Shazam is the leading mobile music discovery application with millions of users worldwide and we were excited to innovate that experience with this world?s-first program in partnership with OMD's Ignition Factory.

?Draft/FCB did a remarkable job bringing the idea of modern masculinity to life with the ?Wear the Pants? campaign and the ?Men Without Pants? ad,? she said.