Hey Hanes, some words of advice: simple surveys are still effective ways to conduct market research. But don’t be creepy and intrusive with your questions. And don’t give guys the opportunity to screw it all up.
This advice is directed at a new campaign that Hanes has launched. It’s asking women to share what color underwear they have on. Clearly, this is a stunt to determine what colors are more popular.
First, the company lures women to UndercoverColor.com and tells them what color undies are “currently trending.” Then, women choose their color and are told they can win a prize for sharing. Once, they’ve selected their color, they are re-directed to a page with a bunch of Pinterest-like images and poorly written tweets about that underwear color. To be entered to win the prize they have to actually post one of the tweets on their Twitter account with #undercovercolor.
This advice is directed at a new campaign that Hanes has launched. It’s asking women to share what color underwear they have on. Clearly, this is a stunt to determine what colors are more popular.
First, the company lures women to UndercoverColor.com and tells them what color undies are “currently trending.” Then, women choose their color and are told they can win a prize for sharing. Once, they’ve selected their color, they are re-directed to a page with a bunch of Pinterest-like images and poorly written tweets about that underwear color. To be entered to win the prize they have to actually post one of the tweets on their Twitter account with #undercovercolor.
For example, I chose orange. I received tweets pertaining to orange like “Like a sunset, it’s probably best if you don’t stare directly at my butt today.” Once I tweet it, I’ll be entered to win a bright and colorful necklace or earrings and a package of Hanes ComfortBlend undies.
Hanes failed with this. The results of the “incognito market research” are flawed. I know this because there is nothing preventing guys like me from skewing the data.
The company also probably isn’t getting a ton of shares on Twitter. The tweets are so corny, cheesy, and quite personal. I don’t know many classy women that would share their underwear color in such a way, especially only for a chance to win a simple package of Hanes. It’s not like these are diamond covered panties.
You kinda have to do social these days. It’s a great way to reach consumers. I can’t blame Hanes. They had the right idea. They tried. But I think they should try again (and with something good).
The company also probably isn’t getting a ton of shares on Twitter. The tweets are so corny, cheesy, and quite personal. I don’t know many classy women that would share their underwear color in such a way, especially only for a chance to win a simple package of Hanes. It’s not like these are diamond covered panties.
You kinda have to do social these days. It’s a great way to reach consumers. I can’t blame Hanes. They had the right idea. They tried. But I think they should try again (and with something good).
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