Levi’s, once the definitive symbol of youth, has recently lost its mojo with the core audience of 18-24 year olds - who perceive them as 'Dad’s jeans'. In order to re-connect with them we needed a vehicle that could create a buzz and showcase our range of progressive cuts. The solution was I Spy Levi’s. A real world 'catch me if you can' game that used Twitter and drove PR coverage. Hundreds of pairs of Levi’s were ‘released’ on to the streets of Australia and NZ, worn by individuals who tweeted ‘tip offs’ as to their whereabouts of the jeans. Followers could win a pair of Levi’s by piecing together the clues, finding the wearer and asking “Are those Levi’s?” If correctly challenged, our Levi’s Tweeters had to drop their pants and hand over the jeans on the spot.

The results: -People ran across town in high heels, organized office teams and chased us in cabs.

-Media quickly picked it up, reaching 1.7 million people through TV, press and bloggers.

-Through re-tweets and @replies we reached more than 300,000 people on Twitter.

-Levi’s mentions in social media up 325%.-Purchase intent increased from 7% to 11%.

1) Levi's reps walked around key cities across Australia and New Zealand wearing new jeans from the Levi’s range.

2) They then released hints about where they were via Twitter. Followers could piece the clues together to find the person wearing the jeans. 3) If they asked the wearer “Are those Levi’s?” the Levi’s rep would drop their pants and hand over the jeans on the spot.

4) Over 400 winners were photographed and posted online to stimulate further buzz and awareness of the Levi’s range. We ran the game city by city (Sydney, Melbourne, Wellington, Auckland, Perth, and Brisbane), one to two weeks at a time. Once one city was abuzz we’d go next to the city that shouted loudest on Twitter. By engaging key bloggers as well as youth and fashion media we would drive local media coverage, which eventually spilled over into national coverage.

-We saw people chase our reps in cabs, run across town in high heels, organize office-teams for the hunt, and call in sick to not miss out.

-Several local and national TV stations and newspapers picked up the story, Channel V followed us for a day of pants-dropping, and more than 100 blogs dedicated an article to I Spy Levi’s – reaching in excess of 1.7 million people.-Through re-Tweets and @replies we reached more than 300,000 people on Twitter.

-Compared to pre-campaign, average mentions of Levi’s per day in social media were up 325%.

-Purchase intent increased from 7% to 11% in the following quarter.

-The campaign is now being implemented by Levi’s in several markets across Europe and Asia The campaign was executed at a total cost of $30k USD - there was no media spend.