CAMPAIGNS: Product Launch - Bromley gets big bang for its buns

Intimo, a New York City-based manufacturer of men's intimate apparel and sleepwear, wanted to promote its new line of sexy underwear for the holiday shopping season. So the company hired The Bromley Group to draw attention to its sheer, sparkly and sometimes sparse underwear.

Intimo, a New York City-based manufacturer of men's intimate apparel and sleepwear, wanted to promote its new line of sexy underwear for the holiday shopping season. So the company hired The Bromley Group to draw attention to its sheer, sparkly and sometimes sparse underwear.

Intimo, a New York City-based manufacturer of men's intimate apparel and sleepwear, wanted to promote its new line of sexy underwear for the holiday shopping season. So the company hired The Bromley Group to draw attention to its sheer, sparkly and sometimes sparse underwear.

'The biggest challenge was figuring out how to draw attention to men's underwear in an already difficult media market, and do it on a limited budget,' says Karen Bromley.

Men in thong underwear running through the streets of New York seemed like it might do the trick.



Strategy

'We were going for the biggest bang for the buck and trying to get TV,' says Bromley. 'We knew if we had half-naked guys running around we'd get a lot of attention.'

Bromley decided to stage the stunt in New York in part because Macy's, one of Intimo's largest retail accounts, is based there. 'And New York is where we'd get the biggest media coverage,' Bromley says.

The guys began their hour-long, 40-block run at the Plaza Hotel and finished in front of Macy's on 34th Street during rush hour wearing only a thong, a smile and a running bib branded with the Intimo name.

The route included some of the most famous streets in New York and was chosen for its high level of visibility to New Yorkers and tourists alike.

'Fun was what we were thinking when we came up with the Thong-a-Thon,' says Intimo president Nathan Nathan.



Tactics

Prior to the event, The Bromley Group sent out 100 press kits, alerted 200 media outlets and sent out an Internet wire release. Immediately before the event, follow-up calls were made to keep the Thong-A-Thon top of mind with reporters and camera crews.

The agency was pleasantly surprised to discover no permits from the city were required for the event.

'New York City police did not require permits as long as (the run) wasn't obscene and no one complained,' Bromley says.



Results

Coverage included Live with Regis, local TV news stations, the New York Post and multiple wire services, as well as more than 20 radio radio stations.

The Bromley Group calculated more than 19 million consumer impressions for the one-day event.

However, Nathan has no figures to indicate an increase in sales of Intimo underwear due to the Thong-a-Thon.



Future

A Thong-a-Thon II is unlikely. 'If you repeat something, it's no longer new. It wouldn't give us the same impact,' says Nathan. However, Intimo will continue promotional efforts by working directly with retail buyers.



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