'Twisted Boy' was developed as a brand building device to support the Spring 2001 'Twisted to Fit' activity. This game/competition was primed for a cutting edge youth culture audience and was delivered to them via email (a European friends of Levi's database was set up for this task). A password was then sent, inviting them to come and play. After completing level 1 (junk) they were invited to play their competition entry to win customised jeans from the TV commercial. The competition element was set up to drive repeat plays and interaction, while the main objective was to drive understanding of the 'Twisted to Fit' idea and generally to allow the brand to entertain our very fickle youth audience. 'Twisted Boy@ achieved the underground swell of interest that we had hoped for and we even received some requests asking whether 'Twisted Boy' would actually be created as a real world (rather than virtual) toy. The competition ran for 2 months with the draw taking place on March 23rd 2001. The version on display is open access and minus the competition.