SEP
08
2009
Levi’s: Dressed for Social Media Success
- Posted By:
- Jackie Bebenroth
- Date:
- September 8th, 2009 /// Marketing Trends
I’ve always been a big fan of Levi’s campaigns. I was once so moved by a Levi’s superbowl spot, I ran out the next day to buy a pair of (not so) skinny jeans. Levi’s is a classic name that refuses to tire, endlessly reinventing itself to stay connected.
Levi’s ads are almost always sexy, modern and thought provoking while tying in the brand’s heritage in fresh and unexpected ways. This year’s Go Forth: The New Americans campaign is no exception. This site uses consumer-generated content to build the “fabric” of its message, fueling American pride in challenging times.
The multimedia invitation – words, images, audio and video — offers ample opportunity to participate. Contests create compelling reasons to submit. Content suggestions such as “Pick a task: Take a picture of you wearing Levi’s in a place you’ve never been before” inspire brand integration in ways that spark imaginative thoughts.
Copy is almost an afterthought, but just as powerful as the submitted imagery: “I work for better times. ‘Cause no one built this country in suits.” Whether a reader or contributor, you’re likely to remember this site, associating the Levi’s brand with the belief that you too can shape an ideal American future…especially while wearing a great pair of 501s.