Brand: Levi’s Company:  Enpocket

Goals

• Increase sales
• Create buzz around the Levi’s brand
• Build awareness of Levi’s Goldrush promotion
• Drive people to watch Super Bowl commercial
• Drive people to the Levi's web site

To launch their Type 1 jeans, Levi’s devised a powerful multi-channel promotion culminating with a 60-second TV spot during the final of the Super Bowl.

The campaign focused on a $150,000 pair of diamond-encrusted pair of jeans that consumers had to find to win. To do this they had to visit the Levi’s site, www.levis.com, where they answered questions and played virtual games in return for clues to where the jeans were hidden.

The promotion climaxed with a final clue broadcast during the Big Game. To drive up the reach and impact of this final ad, 230,000 text messages were targeted to 16-25 year olds on the day of the game, urging them to view the commercial and visit the web site.

• One in 5 visited the Levi’s website as a result of the campaign
• 9% of the recipients visited a Levi’s store and 8% bought a Levis’ product as a result of the campaign

Jessica Day, from Levi’s agency, Media Contacts, said: "Text messaging is a perfect channel for targeting the notoriously hard-to-reach youth audience as it utilizes a medium and a device that they hold in high regard. We specifically used wireless to drive people to the Levi's web site and remind them to watch the Super Bowl for the final competition clue. We were particularly pleased to run this campaign with Enpocket as their mobile marketing experience is top in the US."