Remember those hoardings all over the city featuring a guy in Denim briefs? Well, that’s the Zoiro man promoting Denin, denim intimates for men from Zoiro, the designer innerwear brand for men. And, today the innerwear brand is out with an exciting online campaign at ‘Dont Stop Denim’.
The campaign gives fans the power to keep the Zoiro man in his Denin underwear for the whole day by throwing challenges for him. Make him do the salsa, propose to the chair, dance like a robot, or sing a funny song and the Zoiro man would oblige.
One has to use the hashtag #DontStopDenim in their challenge tweets. And, remember..the Zoiro Denin guy will start wearing his clothes if there aren’t any challenges in #DontStopDenim. But, of course, that hasn’t happened because he looks so comfortable in his denim briefs!
The 24-hour campaign has an iPad Mini and many other prizes to give away every hour.
#DontStopDenim
The very skilled VJ Manish, known as the Zoiro Denin guy, has been taking on all sorts of wild challenges since this morning. You can catch him live on the ‘Don’t Stop Denim’ website after signing in with your Facebook or Twitter account. The time elapsed is shown at the bottom left, and the remaining time is at the bottom right. Currently, there are 9 hours left in this live campaign, and he has taken a break. The total number of tweets or Facebook posts made is displayed in the top right corner, while live tweets scroll at the bottom.
I’ve been watching him do a yoga asana, sing the ‘Meri Jaan’ song, act like a British spy, do kung fu, talk in tapori Hindi and whatnot, all the while dressed in his Denin underwear. At one time in the morning, he did wear his jeans as there weren’t any challenges in the Twitter stream. In this screenshot, he’s been enacting an Indian ‘bahu’.
Here’s a look at some of the crazy challenges waiting for him:
#DontStopDenim Wearing clothes of other gender and do a dance to chikni chameli @TheZoiro
— Anand S (@rocking_anand12) February 28, 2014
@TheZoiro – He probably should balance the fancy wine bottle just behind him, on his head ;) #DontStopDenim
— Sorav Jain (@SoravJain) February 28, 2014
Put as many t-shirts as possible in 30 seconds #DONTSTOPDENIM http://t.co/uoRviXXBTP
— Silkam Fernandes (@silkyferns) February 28, 2014
Sit on the skateboard and ride it in entire room, mind you #sit not stand… #DONTSTOPDENIM http://t.co/N1A5JN87c9
— Mihir Palan (@DigiGujju) February 28, 2014
wear the oven mitts and act like Thakur #DONTSTOPDENIM http://t.co/b4yP2BITaP
— Swapna Nair (@nairswapna) February 28, 2014
The campaign was promoted a few days ago with a video shared on the Zoiro’s Facebook and Twitter pages. The Zoiro guy tells you not to tweet with #DontStopDenim if we do not want to see him in his Denin underwear. While the campaign is on right now, the hourly winners are being announced on the brand’s Facebook and Twitter page.
Creative use of digital & social media
When you tell someone not to do something, they are even more tempted to do it. Zoiro’s #DontStopDenim campaign is built on the same premise, where the brand gets users to actually tweet with the hashtag. It’s been 18 hours to the campaign and the hashtag has been trending in Mumbai.
Moreover, the idea of a website and live interaction through social media is an impressive one. Tangible incentives for the users and the fun interaction created by the talented VJ Manish, has made the campaign worthwhile. Quite an interesting concept to promote the Denin brand as something so comfortable, that a man could be wearing only a Zoiro Denin the entire day and not feel under-dressed!
What do you think about #DontStopDenim? Hope you’ve thrown a few challenges at the Denin guy.