Fitting for the annual "National Underwear Day" - an event that started 5 years ago and hit the streets of New York this week, celebrating the love we all have for our underwear.  Hot models were on the runway and the roadway, turning heads and handing out free underwear.  The campaign was started by FreshPair, an online retailer for underwear, which obviously makes a lot of sense - showcase/highlight what you do/sell. 

The campaign includes runway shows in Times Square, underwear changing tents where the public can put on their free pair of panties or tighty-whiteys, and of course lots of hot models running around in their underwear reminding us all that we should be at the gym. 

Overall I think the campaign does a great job of its central mission - driving awareness that it sells underwear online.  I think the website could do a bit more to engage consumers beyond just looking at some of the photos or videos from the event.  Where is the "send in your hot underwear photos" competition to win a lifetime of free underwear?  Or even a "what celebrity is this" quiz to win some more?  Hopefully next year they'll add a bit more long-term engagement elements to make this effort even better.  Check out some of the hot girls and guys in their underwear in the video below.