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.
User generated content: (140 characters would have been sufficient!)
Why I am Curious:
Purple is trending in NYC today!
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: