Dockers created the first, never-done-before interactive “shakeable” advertisement adding an entirely new dimension to advertising: actual movement. Dockers deconstructed the iPhone software to understand the operating system's inner workings and harness the functionality of the accelerometer (motion-detecting sensor) directly from the ad unit.The ad unit ran within a custom-built ad network of iPhone applications. Dockers didn't have to build and promote an app from scratch and then rely on paid media to build a user base, but rather distributed the app-like ad across a custom-built ad network. Dockers bought the reach and frequency of an ad containing all the functionality of an application.

The Dockers iPhone ad featured freestyle dancer Dufon Smith a.k.a. “Orb” from the popular Seattle dance group “Circle of Fire.” To control the shakeable ads, which were embedded between levels of popular iPhone applications, users shook their phones to initiate different dance moves.

The agency’s proprietary buzz tracking tool indicated a dramatic 300% increase in positive conversations among the target on social media platforms. The campaign garnered approximately 150 press coverage pieces, 2+ billion impressions and 350%+ media value, recognising Dockers as a mobile innovation leader, including mentions in The Wall Street Journal, The New York Times, Forbes, Advertising Age, and Washington Post.

New performance indicators were defined as a “shake” and became a new metric of brand engagement. The campaign experienced positive brand interaction with users shaking dance moves for nearly one minute and roughly half of the audience returning for an encore.