Timed to maximise interest in the US Open, Tommy Hilfiger has released a new campaign – #TommyXNadal – featuring its new flagship underwear endorser Rafael Nadal.
Nadal is the new face and body of Hilfiger underwear and the range’s latest launch campaign (that aalso includes press, PR, outdoor, meida partnerships, appearances and digital) is spearheaded by a new endorser-fronted locker-room commercial,
and live ‘strip tennis’ event based around the old-school idea of seeing a star strip.
The launch event itself, in New York’s Bryant Park, was a strip tennis showdown at which points were won and clothes were lost.
For those not able to make it to see a not quite nude Nadal in person, the event was amplified via a major PR and press push, plus a YouTube ‘behind-the-scenes’ style video,
and through other social channels such as Twitter
Winner takes all – of his opponents clothes! @Noah_Live and @RafaelNadal at our live #TommyXNadal event. pic.twitter.com/cN7eoMyvsz
— Tommy Hilfiger (@TommyHilfiger) August 26, 2015
The event took place on a specially built outdoor tennis court that was even designed to echo the brand’s logo.
Our Tommy logo was born for a tennis court twist. Talk about a perfect match. #TommyXNadal pic.twitter.com/6TxojTvvie
— Tommy Hilfiger (@TommyHilfiger) August 26, 2015
As well as the underwear collection (and its outdoor and social promotional phases),
.@RafaelNadal. Times Square. New underwear collection. New face. New fit. #TommyXNadal
https://t.co/PSENx94UQO
— Tommy Hilfiger (@TommyHilfiger) August 27, 2015
there is also a parallel campaign for the associated Hilfinger/Nadal ‘Bold’ aftershave too.
.@RafaelNadal was born to be BOLD. Were you? Presenting: TH Bold, now on http://t.co/2AQn9bgzGI #TommyXNadal pic.twitter.com/mANblM1zWk
— Tommy Hilfiger (@TommyHilfiger) August 31, 2015
Going for BOLD with @RafaelNadal. Discover our new fragrance here: http://t.co/2AQn9bgzGI #TommyXNadal pic.twitter.com/R7lwrCm2yW
— Tommy Hilfiger (@TommyHilfiger) September 1, 2015
Comment
Neatly timed to leverage US open interest, it seems public appetite for a semi-naked Nadal appears strong as the YouTube spot tracked up 3,504,399 views in its first week and plenty of unearned media coverage too.
The Hilfiger court wasn’t the only brand-build urban tennis court in New York at the time as Nike adopted a similar approach for its disruptive #StealTheShow campaign (see case study).
Links
#TommyXNadal Website:
Tommy Hilfiger Twitter:
https://twitter.com/tommyhilfiger
Tommy Hilfiger YouTube:
https://www.youtube.com/user/tommyhilfiger
Tommy Hilfiger Website:
Tommy Hilfiger Google+:
https://plus.google.com/+TommyHilfiger/posts
Tommy Hilfiger Facebook:
https://www.facebook.com/tommyhilfiger
Tommy Hilfiger Pinterest:
https://www.pinterest.com/tommyhilfiger/
Tommy Hilfiger Instagram:
