What color underwear are you wearing?

Hanes is asking [female] Twitter users to post tweets revealing the color of their underwear, along with links to cheery color-specific pages from a campaign website. The website also showcases underwear color trends by region and individual color pages for yellow, orange, red, pink, purple, blue and green.

#undercovercolor

Branded content: 

Hanes

Hanes 2

User generated content: (140 characters would have been sufficient!)

Hanes 3

Why I am Curious:

Purple is trending in NYC today!

Screen Shot 2013-08-13 at 4.30.44 PM

The Undercover Color campaign is about looking for a fun, easy way for women to get involved. It is a great conversation starter, captures the attention without being disruptive, and offers an excuse for users to engage.

Missed opportunity: they did not include the campaign hashtag on the TV spot:

Advertisements

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