Madison Bumgarner embodied the core elements of the main Jockey campaign, "Supporting Greatness," resonating with guys looking for a lighthearted yet sturdy advocate as they redefine greatness today.  Partnering with MadBum as he broke long-held records and redefined greatness linked Jockey to the cultural conversation in a relevant and memorable way.

Immediately after the Giants won, Jockey posted pictures to Facebook, Twitter and Instagram, introducing America to MadBum underwear. Jockey also responded in real time, positioning the MadBum underwear as a symbol for the Giants’ big win.

During the Giants parade, we engaged with fans by retweeting, favoriting and writing customized responses.

Jockey also created a lottery giving everyone the opportunity to get their hands on a pair of MadBum Underwear.

Throughout the campaign, Jockey responded to requests with surprise and delight giveaways and, finally, wrapped with a MadBum Charity Auction via eBay, releasing 17 pairs of autographed MadBum underwear.

light giveaways and, finally, wrapped with a MadBum Charity Auction via eBay, releasing 17 pairs of autographed MadBum underwear.

The "MadBum" partnership drove over 5.8K mentions and nearly 35M impressions for Jockey. Twitter was the primary source of conversation, accounting for 94% of mentions. In addition to driving visibility for Jockey, the partnership resulted in 17.2M impressions for #MadBum and 4.86M for the #SupportingGreatness hashtag.

The MadBum partnership doubled the mention and impression volume totals from the campaign launch. Impression/mention averages, an indicator of high quality of conversation from influential accounts, rose 68% after the start of the MadBum activation. Compared to the average from 8/19-9/5, daily impressions from these mentions rose 3x following the partnership, widening awareness of both the Jockey brand and MadBum partnership.