Dickies tries on social networking

FORT WORTH — One doesn’t normally associate social media with Dickies, but the global workwear maker is teaming up with pitcher R. A. Dickey to launch a contest on Facebook and using the social media site to extend its reach.

The contest, called Built to Work, recognizes the dedication and contributions of blue-collar workers from all walks of life — that is, the target consumer which Dickies aims to outfit with its apparel. 

"I'm a hands-on guy and have worn Dickies for years for all sorts of projects," said Dickey. "The clothes are comfortable, durable and help me get the job done right. I'm excited to work with them on the Built to Work program."

The Dickies Built To Work contest is an extension of the brand's recently launched Built To Work advertising campaign, which will run through the back-to-school and holiday seasons. Distributed via digital and print channels, the campaign highlights iconic Dickies workwear attributes, including “functionality, comfort, fit and durability.” Ongoing communications reinforce that the Dickies brand and products are “designed for hard work no matter the task at hand.”

"Dickies and R.A. Dickey are a perfect match," says Matthew McCartin, head of marketing for Dickies. "He truly embodies the brand's mentality of hard work and dedication no matter the task at hand. That's definitely something our consumers can relate to, whether they're on or off the job."

Now through Sept. 29, Dickey and Dickies are asking people to show how they are Built to Work. Consumers may upload an image or a video to the Dickies Facebook page in response to revolving work themes for a chance to win purpose-built Dickies pants and a grand prize trip for two to a Championship Game this year. Dickies judges will select the best weekly winners showing people rolling up their sleeves, doing projects with purpose or simply getting the job done. New categories will be posted every two weeks on the Dickies Facebook page.

The contest not only encourages consumers who already wear Dickies apparel to participate but also encourages potential customers to Like the brand’s Facebook page for a chance to vote for the grand prize winner. Fans will have a chance to vote from the pool of weekly winners from Oct. 2-11.