Working with The Martin Agency, clothing company Hanes has launched #FollowThatSock, a campaign which encourages people to find lost socks in a virtual Disney World. Players have a chance to win a trip to the real Disney World.
The campaign, which runs through June 8, kicked off with a video that introduces the the Sock family, a family of, yes, socks who are on a Disney World vacation.
One of the kids, Edwin, gets lost — because, well, socks get lost — and begins sending selfies to his family members. These selfies include clues which can be used to find Edwin.
When people sign up for the hunt on the campaign website, they will receive these selfies directly on their mobile devices.
Entries to the sweepstakes are earned by opting in to solve the mobile clues, purchasing Hanes products, and sharing the campaign’s creative to social media.
Here’s what the text element of the campaign looks like:
Here’s what the sharing Edwin’s selfie element of the campaign looks like:
Six grand prizes consisting of a 5-day/4-night trip for four to Walt Disney World in Orlando will be awarded on a weekly basis, one per week.
The campaign is being promoted on the brand’s social media channels:
#FollowThatSock for the chance to win a @WaltDisneyWorld vacation from Hanes! 21+. See rules. http://t.co/gsOQZD6r9e pic.twitter.com/9i4GByC7Pg — Hanes (@Hanes) April 24, 2015
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