Consumer Experience
Dickies “The Yard”
Williamson-Dickies Manufacturing Co.
A key Dickies demo are the no-nonsense men of action who experience life off the couch – and who want pants as durable as they are. So Switch liberated them from ordinary, everyday pants promotions and gave them The Yard.
Housed in a refurbished shipping container welded to a custom trailer, The Yard was a one-of-a-kind activation that gave fans exclusive access to bands, artists, athletes and games, while bringing to life the “Versus” campaign across various sponsorship properties.

The Yard ran for a summer traveling to 15 markets, making stops at events like Vans Warped Tour, Dew Tour, Texas State Fair and Coachella. The tour included a custom lounge and stage and served as a venue for up-and-coming athletes and bands, such as Atmosphere and Andrew WK who were interviewed by FILTER Magazine, with Dickies fans driving the conversation.

Between interviews, consumers were challenged with various product-related activities that let them experience the brand in a strong, intimate way: “Tough Tests” where consumers were tasked with putting a hole in Dickies 874s in 8.74 seconds, and “874 Tug-O-War” where consumers challenged one another in the classic game using a rope made of pants. In addition to getting the chance to win Dickies, cards bearing special codes were also handed out, driving fans online to purchase their own pair.

Stats
$250,000 incremental sales online after first three events
30,000 increase in Facebook friends after first event
100,000 consumers engaged
7,000 face-to-face conversations
Services
Research & Planning
Concept/Creative Development
Production/Activation
Event Management & Staffing
Resources
Fabrication Studio
Print Studio
Dedicated Staffing Personnel
Team
Scott Burns
Executive Creative Director
Brent Coder
Creative Director
Bob Poole
Program Manager
Mark Acree
Project Manager (Design & Build)
How can we help you create impactful experiences that entertain, engage, educate and connect with your audience?
Contact us to find out.
Chris Jobst
Director, Business Development
314.206.7804
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