1. 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 , 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