The Miami office of La Comunidad, launched its first global social media-based marketing campaign for Munsingwear. Centered on the legendary Original Penguin Jacket and inspired by the story of its rediscovery after a 40-year absence, it promotes a conversation between the brand and its fans through a dedicated YouTube channel along with Facebook and Twitter pages. The social media profiles host witty, multimedia content including photos, videos and commentary that reminisce about the jacket’s glorious past, sharing its perspective on pop culture, documenting its adventures and whereabouts and sharing gems of wisdom and inspiration along the way. The video series, following the escapades of the jacket as it travels the world leaving awesome in its wake, will be released over the next few months and includes “Big World, One Jacket,” which offers glimpses into the iconic jacket’s envy-making past, its celebrity-fueled history and its sudden disappearance and subsequent rediscovery.
// From our friends at Communication Arts