Hanky Panky Panty Parade
Above: Hanky Panky Daisy Dot Chiffon Babydoll.
“Hanky Panky took a bold step tying up their lingerie with out-of-the-box marketing for more mass market appeal and riding the social media wave of attention and love SXSW gets every year.” – Becky Yee.
by Becky Yee, Around Digital Media.
What do you get when you mix the excitement of a music festival, a world-famous lingerie brand and a photo shoot? A Panty Parade! What else!?!
Put together by Becky Yee, founder of Around Digital Media, the Panty Parade took place during the South by Southwest Festival (SXSW) in Austin, Texas with the support of Hanky Panky.
Above and from left: Signature Lace Classic Camisole, Signature Lace Bike Short and Signature Lace Cropped Top with a White Signature Lace Crossover Bralette and blue Boy Shorts with metallic stars.
Armed only with a camera, a handful of lingerie and a photo assistant, Becky Yee took to 6th Street, the main area of SXSW. The two-person tag team approached women asking them to model in Hanky Panky undergarments right then and there in the middle of the music festival.
Above: Signature Lace Lined Crop Tank and Signature Lace Boyshort.
“So many people who attend music festivals want to have a memorable experience. Being a impromptu lingerie model is definitely not something you do every day.” – Cassie.
There were many “I’m not that sort of girl” responses but once the photo shoot was up and running, a huge crowd gathered and the Panty Parade team actually had women approaching them to ask if they could model too.
Hanky Panky took a bold step tying up their lingerie with out-of-the-box marketing at SXSW for more mass market appeal and riding the social media wave of attention and love SXSW gets every year. A sign with all the necessary instagram and twitter handles such as #HankyPankySXSW and @HankyPankyLTD was taped to the camera bag so that the crowd and passersbys could instagram and tweet what was going on.
“When I was at the music festivals I am hired to shoot who is on stage performing but I always thought it would be great to harness the excitement and vibrant energy of the crowd. So mixing the documentary elements of the music festival with my love for set up fashion shoots and commercial product like Hanky Panky underwear was the intersection of those three elements and I think it creates something unique and out of the box marketing campaign for Hanky Panky.” said Becky Yee.
So many people who attend music festivals want to have a memorable experience. Being a impromptu lingerie model is definitely not something you do every day. Cassie a University of Texas student was the first model accept the Panty Parade team proposition. She said, “I always hated my legs but when the photographer told me the reason she approached me was because she like my leg line and thought I would look awesome in underwear. I was stoked. It was such an ego boost and I had so much fun modeling. My friends took about 30 images of the making of my photos.”
Above: Cassie is shown wearing Hanky Panky Signature Lace Lined Crop Tank and Boyshorts.
The Panty Parade did not only appeal to young women. They team also enlisted the help of six strong young men that were walking around to throw a model up in the air. Diane the model is pictured in Red Signature Lace Cropped Top Style 48444 with a White Signature Lace Crossover Bralette Style 113 blue boy shorts with metallic stars for a patriotic hurray as she floats above 6th street.
Guerilla marketing and using non-professional models to market underwear during the panty parade was one way of Hanky Panky helps to grow the awareness of the brand. In addition the Panty Parade help to build a brand experience and create a lasting one on one relationship with their community that will last longer than the music festival and create a one on one interaction of the brand with the community.
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Learn more about the styles featured in this story and more by visiting, HankyPanky.com.
National Sales Manager, Specialty Channel
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