When Kenosha-based underwear brand Jockey signed Tim Tebow to be a brand representative, the act was seen as curious and risky.

The controversial Denver Broncos quarterback came loaded with potential … and a seemingly equal number of fans and critics.

Regardless, he was a magnet for attention and Jockey capitalized on that as one of his earliest sponsors. Through a lackluster benchwarming rookie season and half of the next, Jockey stood by its man, successfully using him to launch an innovative new collection’s campaign.

Suddenly everything changed as Tebow was named his team’s starting QB, and through some rather miraculous and thrilling late-game comebacks, began to win hearts and minds across the country and beyond.

As it appeared Tebow might, against all odds, lead his beleaguered Broncos to the Playoffs, Jockey quickly devised a plan led by PR and social media to leverage the opportunity, a plan that netted 600 million impressions in just four weeks.

Join us on Feb. 22 to learn how Jockey did it, and how you can apply tactics and lessons learned from the program to enhance your own PR and social media program. You’ll also hear about how Milwaukee agency Hanson Dodge Creative used social media & PR to promote client Wilson’s footballs.

Register here.

Meet the speakers: 

Mo Moorman – As Director of Public Relations at Jockey International, Inc., Mo Moorman probably knows more about your underwear than you do! He oversees Jockey’s external and internal communications functions, and his department’s duties include media relations, social media marketing, experiential marketing, sports marketing, reputation management, employee communications, cause marketing and brand sponsorships.

Al Krueger – As Partner/Vice President/Director of Marketing at Hanson Dodge Creative, Al is responsible for the oversight and advancement of strategic marketing of the agency. Al focuses his efforts on providing strategic insights that bring brands, such as Wilson Sporting Goods, to life online in new and exciting ways.

Dave Racine – Dave Racine is the Director of the PR + Social Media practice group at Hanson Dodge Creative. Dave is responsible for the overseeing the growth of the team and driving PR and social media strategy for the agency’s clients including Wilson Sporting Goods, Trek, Wolverine, Ragnar Relay and others.