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Levi's Cooks Up A New Online Ad Campaign
Editor in Chief
Levi's jeans is breaking new ground on the Internet with the first interactive advertising and experiential e-commerce shopping experience on levi.com. Never before have consumers been able to watch a commercial, click on the featured clothing to view, learn more and make a purchase while the spot runs.
This Internet experience, pioneered by San Francisco-based Convergence Mediagroup, features Levi's new Invisible Man commercial, which has been embedded with a variety of innovative e-commerce capabilities, including interactive questions and enticing reward elements that invite the customer to view, interact , win and purchase Levi's brand products.
"Allowing consumers to interact with a commercial empowers them to explore the advertised products in a whole new way," says Barth Ballard, digital marketing manager, Levi's¨ brand. Levi's¨ worked with Convergence Mediagroup to create an interactive scenario using the new Invisible Man advertising theme. In addition to accessing product information, consumers are drawn further into the experience through an interactive game. If they find the invisible Levi's¨ jeans Red Tab with their mouse and answer questions about the commercial, they will have a chance to win $1,000 in Levi's¨ Red Tab product.
Since its debut on August 17, 1999, more than 100,000 people - and more than 20,000 in its first two days - have jumped into the experiential e-commerce experience.
About the spot: An invisible man in jeans and a T-shirt is sitting in his messy but hip loft watching TV when the doorbell rings. He quickly attempts to clean up before answering the door. A curvaceous invisible woman comes in and they start getting it on as Marvin Gaye sings his most famous tune. She seductively strips off her clothes and heads for the bedroom and he soon follows. Doorbell rings again. He goes to the door and it's his invisible mom arriving for a badly-timed surprise visit.