An interesting campaign by Host in Australia to get people talking about Levi’s again. Bob gave me this synopsis:
I Spy Levi’s
A real world game and mobile treasure hunt designed to get people talking about, and wearing Levis again.
Hundreds of pairs were ‘released’ on to the streets of Australia and New Zealand, worn by Levis representatives.
Twitter users could piece together clues (online or via their mobile) to locate the jeans and instantly win a pair by asking the wearer “Are those Levis?”.
If they got it right, the person wearing the denim had to drop their pants, and hand over the jeans on the spot.
The campaign generated plenty of PR and also satisfied Levi’s sampling requirements by getting the denim into the hands of the target (and vocal) demographic.
I am still not convinced that twitter works as the core to an advertising campaign (see Twitter – Enough already) and I would be interested to know what constitutes as success on this campaign (as I am sure that it is not number of followers).
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