Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
A new hashtag campaign from Jockey called, “#GuysOnSunday” wants women to photograph their football-obsessed significant others and post it to Instagram for a chance to win a spa package for herself and a “man cave makeover” for the dude.
“As the man in your life dedicates Sundays to watching football and yelling at people who can’t hear him,” the campaign copy reads, “you can snap a shot of the madness for a chance to win the ultimate his and her $5,000 prize package.”
Really, Jockey? The female has to do all the work in order to win, and you’re still going to reward her husband for sitting on the couch and doing something he does anyway?
“What about the women who are bigger fans than their husbands??” a female Facebook commenter on the brand’s campaign post wanted to know. And what about those of us who choose not to date man-cave-dwelling troglodytes?
Jockey also wants to access all of your Instagram information through a sign-up page, which makes it a challenge to actually enter the contest. Maybe this is standard practice for some branded sweepstakes, but wouldn’t it be easier to to upload a photo to Instagram and hashtag it #GuysOnSunday?
“We want to celebrate the ultimate fans in all their glory while also rewarding their loved ones who put up with them during football season,” said Dustin Cohn, chief marketing officer at Jockey, in a press release for the campaign. We get it, but it’s pretty male-centric for a female-targeted campaign.
Digiday reached out to Jockey for comment, though hasn’t yet received a response.
More in Marketing
Target bets on buzzy TikTok brands like Mellow Sleep to revamp its home category
This fall, there’s been a steady drumbeat of new brands launching in the big-box retailer’s home category.
Ruggable’s new ad spend strategy shifts focus to ShopMy creators
Ruggable is shaking up its marketing stack, pulling dollars our of Meta and into ShopMy creators ahead of a potential IPO.
Future of Marketing Briefing: The holdcos long, awkward courtship of the C-suite
What holdcos risk when they go over the CMO’s head.