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November 20, 2013
Instagram Women Celebrate #GuysOnSundays with Jockey
 
We're fans of football. Being born and raised on the western side of Pennsylvania, it is part of the nurturing process.

Needless to say, even over 400 miles away from our hometown, we bleed black and gold. Like many football fans, we too have different things that we do to ensure our team victory. Whether it is the way we dress, where we sit, what we eat; there is something we do, silly or otherwise, in order to get ready for the game. Us? We make sure we match the home and away colors: white when they play away, black when they're home.

It's just one of those things.

Well, Jockey, the underwear company that has been in business since 1876, has decided to encourage women to post pictures and videos on Instagram that feature the men in their lives performing their Sunday football rituals using the hashtag #GuysOnSundays.

The company is promoting its new line of sports performance underwear, and is using a mix of social media (Instagram first, then Twitter and Facebook) and traditional media. The target audience for Instagram is women between the ages of 30–45.

Jockey let the readers in on a fascinating statistic, too; 40% of women buy the underwear for the men in their lives. Naturally, then, the brand would want to talk to the customer, rather than the consumer.

We think it is an interesting tactic. For one, it encourages women to share and promote the weekly ceremonies their other halves put them through. And the women who do (after they sign up and agree that they are over the age of 18), could enter into drawings and win merchandise and other prizes.

And for the guys? Heck, you could win a free pair of sports performance undies while you show the world how you help your team.

But don't change out of anything until the season is over. You know, just in case.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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