Hanes Follow That Sock Promotion Objective: Position Hanes as the catalyst for bringing families together through the magical storytelling of Disney With an online sweepstakes with multiple entry points Mechanics: The Sweepstakes featured the story of the Sock family who got separated from cousin Edwin in Disney’s Magic Kingdom. After registering to earn their first entry, users can opt-in to MMS clues to Edwin’s whereabouts and take guesses to earn additional entries as well as purchasing Hanes products and sharing with friends via email, FB or Twitter. Users can visit the site regularly to learn about the Sock family and view updates via the Vacation Pics album featured at the site. Prizes: Six (6) Grand Prize winners (one (1) Grand Prize winner per week) will each receive a 5-day/4-night Disney vacation for four DJA Handled: Administration, microsite development, social media integration and SMS/MMS services