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. Enter "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.
