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Jockey International has launched a Consumer Generated Content campaign call Jockey Underwars.


Individuals or groups are encouraged to post videos of themselves dancing in their underwear.
The site features head-to-head matches (aka Hot or Not), or dance contests (presumably by category).

“UnderWarriors,” as they’re known, can challenge other participants or just post his or her dance video on the site for all to enjoy.
The main JockeyUnderWars Tournament starts on November 15th, and winners will be selected by Audience voting. You can also provide comments on videos and invite other UnderWarriors to spar again.

Standard social media tools such as “send to your friend”, or inviting your friends to vote are provided.

Perspective: It’s great to see Jockey create a contest like this, and whilst I won’t be entering I do think this campaign will be successful.