Levi's Engineers Interest With Rich Media
According to executives, more than 100,000 visitors participated in a virtual multimedia try-on at LevisEngineeredJeans.com from Aug. 7 to Oct. 4.
Also, 3,500 people entered a contest and sent the Flash-enabled digital postcards.
Levi's employed Convergence Media Group to design a site that would capture the attention of its targeted 15- to 24-year-old audience.
"The key consumers of these jeans are online most of the time, and that's where we knew we had to reach them," said Danny Kraus, marketing and communications manager at Levi's. "We also needed them to understand the product's benefits -- a way to touch and feel and become interested in the product before going to the store."
Although sales were an important campaign objective, it was overshadowed by the company's need to generate interest in this new product.
People were driven to the site via sponsorship buttons on several Web sites and via e-mail to Levi's list of customers.
The media-rich site functions at a low bandwidth and uses streaming audio, video, Flash navigation and bold colors. Users could view the jeans by clicking through several icons that highlight the Engineered Jeans design and functionality, and then could choose to e-mail Flash-enabled digital postcards to friends, adding a viral component to the campaign.
The Engineered Jeans contest allowed the winner to select one of four travel packages to destinations that included the Experience Music Project in Seattle or the Petronas Towers in Malaysia, where architecture and structural engineering have been taken to new heights.
The contest was tied in to a site-to-store-and-back promotion.
Users wishing to enter the contest were prompted to visit a Levi's retailer to try on the jeans. After trying them on, users received a card with a unique number code. By entering the code online after revisiting the site, users automatically received 10 additional contest entries.
The in-store push for Engineered Jeans began the weekend before Labor Day. Retail sales increased because of the online promotion, but Levi's declined to provide numbers. Kraus said Levi's is brainstorming for a similar product promotion in spring 2001.