Levi's® iSpy

A real world game and mobile treasure hunt designed to get people talking about, and wearing Levi's® again. Hundreds of pairs were released on to the streets of Australia and New Zealand, worn by Levi's® 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 Levi's®?". 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.

Category:

Entertainment

Tags:

• host
• advertising
• twitter
• promotion
• fashion
• marketing
• creative
• pants
• levi's
• levi
• levis