This is for the company’s “Fresh Gigs” promotion, which is part of their “Start Happy” campaign. The campaign has a theme that is based on the idea that putting on well-fitting and comfortable undies can lift the spirits and, thus, help people start their day in a great mood.
For the Fresh Gigs promo, eligible LinkedIn users will receive a message that says the company is sending them a complimentary pair of underwear to help kickstart their workday at their “new gig.” The recipients will be able to select the style and size of their free men’s or women’s underwear. They will also be asked if they would like to share the promotion on LinkedIn, Facebook, and Twitter. The free pair of undies, which comes with a $5 coupon for a multipack, will then arrive in a gift box after a couple of weeks.
The campaign was created by Crispin Porter + Bogusky, the agency also responsible for the company’s latest “Start Happy” commercials, which include the one with a pit crew changing the tires of a race car while in their boxers and the commercial with a stuntwoman crashing into a police cruiser.
The Fresh Gigs promo will start on October 15th, and, according to an article on The New York Times, Fruit Of The Loom will be offering complimentary underwear to 5,000 LinkedIn users weekly for five weeks. The campaign is an interesting and different one, especially since LinkedIn is typically only viewed as a networking site.
Header image by Sebastian Gray