The idea was I Spy Levi’s. A real world ‘catch me if you can game’ using Twitter.

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

2) They released hints 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) Every winner was photographed and posted online to stimulate further buzz and awareness of the Levi’s range.

•We saw people chase our reps in cabs, run across town in high heels, organise office-teams for the hunt, and even call in sick•Several local and national TV stations and newspapers picked up the story and more than 100 blogs dedicated an article to I Spy Levi’s – reaching 1.7 million people•Through re-tweets and replies we reached more than 300,000 people on Twitter •Mentions of Levi’s in social media were up 325% •Purchase intent increased from 7% to 11% •Levi’s is now implementing the campaign in several markets across Europe and Asia