Promo - May 2008 - (Page 14) The Players Interactive comfort virally Continued from page 12 If the humor is mixed with discretion at Wedgiefree.com, it’s served pretty straight up at www. DavesDetours.com, a site launched for the men’s division of Hanes by the nGage agency. There “average guy” Dave Picard—who looks more interested in giving wedgies than in resolving them—challenges celebrities like Nelly, Ultimate Fighting champ Chuck Liddell and New Orleans Saints running back Reggie Bush to feats of strength or dexterity. The site relies as much on video and community as the Wedgiefree.com site, but with some significant differences. For one thing, the videos are rougher, more YouTube than Madison Avenue, and resemble red-carpet ambush videos catching the celebrities off guard. (One of the more popular clips shows Picard being completely ignored by Paris Hilton.) The videos take place in front of a Hanes backdrop, but other than that they’re pretty lightly branded. Most simply end with Picard stressing that he was “competing in comfort.” Registered users can add comments to the videos of Picard’s celebrity challenge. Many of these are along the lines of the one-word reaction to Dave’s Hula-Hoop challenge against the Deal or No Deal girls: “Hotties!!!” “We wanted the consumer to come away with the notion that Hanes understands guys,” says Dan Curran, CEO of nGage, the agency behind the “Dave’s Detours” site. “Guys generally interface more with shared video, and certainly in the sports category. Women tend to be researching more on the Web; guys tend to be lookP ing for entertainment.” l 14 may 2008 / WWW.PROMOMAGAZINE.COM / Promo http://www.DavesDetours.com http://www.DavesDetours.com http://www.Wedgiefree.com http://Wedgiefree.com http://icgrouplp.com http://icgrouplp.com http://WWW.PROMOMAGAZINE.COM
Table of Contents Feed for the Digital Edition of Promo - May 2008 Promo - May 2008 Contents Editor's Note Eyeballs All the Same... NBC Makes 'Law & Order' a Mobile Game Recession Rewards Comfort Virally Toaster on Wheels Commentary Ay Caramba! The 2008 Interactive Marketing Awards Winners How Bulletproof? Q&A: What a Ride Resource Center The Agency Center Blogging 101 Index of Advertisers Promo - May 2008 Promo - May 2008 - Promo - May 2008 (Page Cover1) Promo - May 2008 - Promo - May 2008 (Page Cover2) Promo - May 2008 - Contents (Page 3) Promo - May 2008 - Contents (Page 4) Promo - May 2008 - Contents (Page 5) Promo - May 2008 - Editor's Note (Page 6) Promo - May 2008 - Editor's Note (Page 7) Promo - May 2008 - Eyeballs All the Same... (Page 8) Promo - May 2008 - NBC Makes 'Law & Order' a Mobile Game (Page 9) Promo - May 2008 - Recession Rewards (Page 10) Promo - May 2008 - Recession Rewards (Page 11) Promo - May 2008 - Comfort Virally (Page 12) Promo - May 2008 - Comfort Virally (Page 13) Promo - May 2008 - Comfort Virally (Page 14) Promo - May 2008 - Toaster on Wheels (Page 15) Promo - May 2008 - Commentary (Page 16) Promo - May 2008 - Commentary (Page 17) Promo - May 2008 - Commentary (Page 18) Promo - May 2008 - Commentary (Page 19) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 20) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 21) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 22) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 23) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 24) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 25) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 26) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 27) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 28) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 29) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 30) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 31) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 32) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 33) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 34) Promo - May 2008 - The 2008 Interactive Marketing Awards Winners (Page 35) Promo - May 2008 - How Bulletproof? (Page 36) Promo - May 2008 - How Bulletproof? (Page 37) Promo - May 2008 - How Bulletproof? (Page 38) Promo - May 2008 - How Bulletproof? (Page 39) Promo - May 2008 - Q&A: What a Ride (Page 40) Promo - May 2008 - Q&A: What a Ride (Page 41) Promo - May 2008 - Q&A: What a Ride (Page 42) Promo - May 2008 - The Agency Center (Page 43) Promo - May 2008 - The Agency Center (Page 44) Promo - May 2008 - The Agency Center (Page 45) Promo - May 2008 - The Agency Center (Page 46) Promo - May 2008 - The Agency Center (Page 47) Promo - May 2008 - The Agency Center (Page 48) Promo - May 2008 - The Agency Center (Page 49) Promo - May 2008 - Blogging 101 (Page 50) Promo - May 2008 - Blogging 101 (Page 51) Promo - May 2008 - Blogging 101 (Page 52) Promo - May 2008 - Blogging 101 (Page 53) Promo - May 2008 - Blogging 101 (Page 54) Promo - May 2008 - Blogging 101 (Page 55) Promo - May 2008 - Blogging 101 (Page 56) Promo - May 2008 - Index of Advertisers (Page 57) Promo - May 2008 - Index of Advertisers (Page 58) Promo - May 2008 - Index of Advertisers (Page Cover3) Promo - May 2008 - Index of Advertisers (Page Cover4)
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