Target Market:Males and Females aged 18-3026th of January 2003, Levi’s® launched their Levi’s® TYPE 1™ Jeans range - designed to commemorate 150 years of heritage by accentuating the famous icons – rivets etc. This is the same day as 2003 Super Bowl online project onlyStrategy:Build anticipation for the launch of Levi’s TYPE 1™Jeans.

Create an on-going communication over four weeks, preceding the launch.

Release a new question and game each weekSend clues to the user when they answer the questions correctly or play the gamesThese clues enable the user to answer to the final questionThe prize was a pair of Levi’s TYPE 1™ Jeans worth $150KThe icons on these jeans were covered with precious metals and stonesFinally, the pockets of the jeans were stuffed with gold nuggets (to pay the US taxes on winnings…) Results:28,309 people registered for the competition 8,015 (28.3%) came back after four weeks to answer the final question An outstanding result on Game 4:8525 people played this game 1,005 people played it more than 21 times