Levi's plans to give the people what they want — and collect a little consumer data in the process — with an online promotion in which visitors vote for the Levi's commercial they want to air during the Super Bowl telecast Feb. 3.
The SuperVote campaign began Monday and runs through Jan. 27. Consumers can view three commercials and vote on a SuperVote microsite that can be accessed through Levi.com and through ads placed throughout the Yahoo network, mtv.com and alloy.com.
“Any of the ads would work great,” said Jim Stone, Internet marketing director at Levi's. “We believe that all of the spots represent the brand really well. We wanted to be innovative and unique, and we felt letting consumers decide what ad to air was one way of doing that.”
Two of the three ads, “Crazy Legs” and “Up and Down,” have yet to be seen on television. The third, called “Bull,” has appeared and has proven very successful, Stone said.
Consumers can view each commercial at the site, then vote for their favorite. As each commercial plays, a link is provided that consumers can use to get more information on the product and where it can be purchased. A list of items that Levi's recommends with the featured product also is displayed.
While Levi's doesn't sell its clothing online, it provides a full catalog of products and links to retailers where products may be purchased.
Stone said Levi's was not looking to make an in-your-face type of pitch for the products featured in the commercials.
“We want the ads to do the pitching themselves,” he said. “If they like what they see they will click on the link.”
After submitting their choice, consumers are given the chance to enter a sweepstakes to win a pair of jeans. To do so, they provide their name, e-mail address, state, ZIP code, age range and telephone number. After filling out the information, they are asked whether they wish to be notified by Levi's about products and special offers in the future.