Unbelievably, hundreds of sports fans are waving your underwear in front of network TV cameras.

For Jockey, this spontaneous lunacy propelled the company into the national conversation, culminating with Jimmy Fallon donning a pair of Jockey briefs over his suit pants, and literally shaking his derriere before millions of “The Tonight Show Starring Jimmy Fallon” viewers.

How did a humble pair of briefs make this butt-shaking journey? And how did Jockey, a traditional underwear maker, catapult from a legacy brand to a national sensation?

It all started six weeks earlier with a challenge – Jockey directed its marketing team to create a defining cultural moment – followed by prophetic planning, as Jockey’s newest campaign spokesman broke out as America’s sports hero.

That spokesman was Madison Bumgarner, a pitcher with the San Francisco Giants. His nickname alone – “MadBum” – suggests he was born to promote underwear. However, as the PR team’s research projected, he was actually born to dominate the 2014 World Series.

By late September 2014 Bumgarner was the “ace” of the Giants staff and the Giants were heading for the post-season. So Jockey bet big – first engaging “MadBum” as spokesman, then building an entire integrated marketing program around a limited-edition line of Jockey MadBum underwear. It was all or nothing: The campaign could only activate if the Giants and Bumgarner prevailed, winning the entire World Series.

Would Jockey’s bet on “MadBum” briefs pay off? As NBC Sports later declared, "Those lucky enough to get a pair now have a piece of history."

The 2014 World Series was indeed a fall classic – the outcome in doubt until the final out of the final inning of the final game. In San Francisco, fans crowded around Jumbotron screens as the Series reached its climax. The moment the last out recorded, Jockey unleashed its campaign.

Jockey’s overarching message went live through multiple integrated channels at once. Street teams in San Francisco handed out “MadBum” briefs to frenzied fans, who waved them wildly before national TV audiences. Digital billboards went live in Times Square and the Bay Area. MadBum creative launched on CBS.com and Jockey.com. The Associated Press posted on Twitter at #MadBum. Buzz Aldrin, the 85-year-old former astronaut, tweeted congratulations. Weeks of preparation became a single national celebration, inspiring a shared cultural moment that ricocheted from the streets of San Francisco to national TV sports programs to social conversations in search of the now-precious “MadBum” briefs.

Jockey’s integrated campaign generated more than 330 stories and 700 million earned media impressions, with one billion media impressions overall. The estimated media value for the earned impressions exceeded $1.8 million. Daily impressions for Jockey rose 15x in social media, and traffic to Jockey.com rose more than 50 percent after the Jockey-MadBum activation.

Across men at large, Jockey purchase intent rose 11 percent from Q3 through Q4 2014, demonstrating that the brand effectively drove both wider relevancy and consideration amongst its target.

Additionally, retailers communicated their intent to expand Jockey product offerings. Retailers who previously chose not to carry Jockey product reached out to Jockey and asked about the brand’s underwear.

But nothing said Jockey better than Jimmy Fallon’s bum. Hosting World Series MVP Madison Bumgarner on national TV the week following the World Series, Fallon donned the limited-edition briefs, turned his back to the camera – and shook it good.