Q. What do Larry Bird, Tom Selleck, and your Dad have in common?

A. They’ve all worn short shorts at one time in their life.

If you’re talking to Chubbies shorts founder, Tom Montgomery, he’d tell you that pants are a necessary evil and cargo shorts are lame.

If you’re not familiar with Chubbies, they make ridiculously short shorts for men and absolutely crush it. We’re talking millions of dollars selling these things. With names like the Mount Crushmores and Freshy P’s, it’s hard not to be intrigued by this so called “thigh-liberation.”

Outside the box thinking is expected when your motto is “sky’s out, thighs out,” especially when it comes to marketing tactics.

With the ever changing algorithm of Facebook (“the book” if you’re nasty), Tom and his team had a revelation: it was cheaper to acquire a Facebook fan through a beer koozie giveaway than paid acquisition.

The force is strong with this one.

All someone had to do was share the Chubbies post on their Facebook wall. If Chubbies hit 50k Facebook fans, everyone who signed up and shared the post would receive a free beer koozie.

There was only one problem… the plan worked too well. Tom and his team didn’t expect to ship 30,000 koozies, which, as you can imagine, is a ton of work. They ended up having to outsource the work.

On the bright side, earning 70k fans through the giveaway was still significantly cheaper than paid acquisition through the ‘book.

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