Recently I wrote about the email campaign geared around the "Birthday of the T-shirt" from CustomInk, and here we have another invented holiday called "National Underwear Day," created by the internet retailer Freshpair. It turns out that the company created this "holiday" back in 2003, in order to drum up awareness of ... uh ... underwear. To quote the dude from Freshpair in the YouTube video, "when your unmentionables are meant to be mentioned."
Apparently, it continues to work, for 800 people showed up in Times Square with nothing on ... except for their tighty whities or something similar. See the slideshow below to see the creative.
Ethan Boldt is the chief content officer of Direct Marketing IQ, the home of direct marketing research and Who's Mailing What!, where you can track competitors and see the best examples of email and direct mail creative.