Undergear conducts a model search to buoy gay outreach

Undergear, a men's underwear company, launched a Male Model Search to further reach out to the gay community, particularly in five major metro markets: New York; LA; Chicago; San Francisco; and Fort Lauderdale, FL.

Objective: Undergear, a men's underwear company, launched a Male Model Search to further reach out to the gay community, particularly in five major metro markets: New York; LA; Chicago; San Francisco; and Fort Lauderdale, FL. The search will scour the US for a new Undergear spokesmodel. It also aims to increase traffic to its soon-to-be relaunched Web site. Undergear worked with AOR Formula PR on the initiative.

Idea: "We had done a calendar for 2008 that was received very well, and there is always interest in our models," said Robert Grey, director of merchandising for Undergear. "We wanted to make sure we had overarching brand recognition and do something in the community for our customers." Model wannabes can attend the five casting calls around the US starting in July. Those who can't make it can enter online. One winner from each city (and online) will compete at the final event this October. In addition to becoming the company's spokesmodel, the contest winner will also appear in the bathing suit issue of Instinct, a gay men's magazine.

Tools: Michael Olguin, president of Formula, said the effort includes a partnership with Instinct; a localized strategy for the casting call events; and a "very aggressive online" strategy, including blogger outreach and a presence on YouTube, MySpace, Flickr, and Logo.com.

Measurement: Undergear and Formula will analyze Web traffic, the number of model entries, sales, and intangible aspects, such as brand recognition. The campaign wraps in February 2009.

Organization: Undergear
Campaign: Male Model Search
PR team: Formula PR
Launch: July
Budget: Undisclosed

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