WIRELESS AND MOBILE NEWS

Dockers and Shazam have developed a way allows viewers who watch the new Dockers "Men Without Pants" TV commercial to use their smartphones for more "engagement,"

The new commercial debuts during the Super Bowl XLIV broadcast on February 7 on CBS, the first Dockers commercial to air on the Super Bowl since 2002. Viewers who have Shazam downloaded on their Android, BlackBerry, WinMo, iPhone or Nokia smartphone can tag the spot and are instantly taken to a branded-content page.

On this page, consumers can read about the "Wear the Pants" campaign, learn about and purchase the "I Wear No Pants" track and more. The ad debut will also include a khaki pant giveaway promotion that can be entered immediately via consumer mobile devices with the Shazam technology.

The commercial continues through 2010 on a variety of shows and networks including NBA on TNT, FX, Comedy Central and the Discovery Channel and will also air online immediately following the Super Bowl debut. The khaki give away runs from February 7 - 15, 2010.

The specially created soundtrack for the spot, which is performed by the actors featured in the ad, was inspired by the song "I Wear no Pants" by The Poxy Boggards, a 13-man band who perform original and traditional songs. The original Poxy Boggards song is available for purchase online.

The brand's new "Wear the Pants" global ad campaign launched in December 2009 and is fully integrated with broadcast, print, billboard, radio, social media, events and digital marketing. The campaign celebrates the reemergence of the khaki as the go-to versatile pant in a man's wardrobe. The tongue-in-cheek campaign encourages men to Wear the Pants™ and has stirred up a passionate discussion online about what it means to be a man and the role of gender in today's society.

The "Wear the Pants" campaign and television spot were created by the San Francisco office of Draft/FCB. The innovative integration of Shazam® was developed in partnership with Ignition Factory, a creative media specialty unit of Dockers® media buying agency OMD. Dockers works with the Ignition Factory to develop breakthrough marketing concepts in media, technology and pop-culture and proactively find new ways to reach and engage consumers.

For consumers that don't have the Shazam application on their smartphone, it is available on AT&T by texting "pants" to 7299 (messaging and data rates may apply), or by downloading it from the AT&T App Center. The Shazam application can also be found on BlackBerry App World, App store, Android Market, Windows Phone Marketplace and the Ovi Store by Nokia.