Levi‘s ® set out to make the night its own along with its target audience, thus making it an unforgettable experience. It asked: “What Did You Do Last Night?“, inviting youngsters to share their most important night-time escapades with the world, either through pictures or words. The content, when uploaded on to the Levi’s ® website, made the users an integral part of Moonbathing. At the same time, Levi‘s ® became a part of them.

The Moonbathing theme was eagerly adopted and translated into numerous competition entries. Website visits rose 700%, and registrations grew 500% until way after the campaign. Simultaneous research revealed that the brand had gained a 3-point rise in purchase intent.