Mobile Marketing Case Studies
Brand: Levi’s
Goals
- Increase sales
- Create buzz around the Levi’s brand
- Build awareness of Levi’s Gold Rush promotion
- Drive people to watch their Super Bowl commercial
- Drive people to the Levi's web site
Solution
- To launch their Type 1 jeans, Levi’s devised a powerful multi-channel promotion culminating with a 60-second TV spot during the Super Bowl.
- The campaign focused on a $150,000 pair of diamond-encrusted jeans that consumers had to find to win. To do this they had to visit the Levi’s site, www.levis.com, where they answered questions and played virtual games in return for clues to where the jeans were hidden.
- The promotion climaxed with a final clue broadcast during the Big Game. To drive up the reach and impact of this final ad, 230,000 text messages were targeted to 16-25 year olds on the day of the game, urging them to view the commercial and visit the web site.
Results
- One in five visited the Levi’s website as a result of the campaign, 9% of the recipients visited a Levi’s store, and 8% bought a Levi’s’ product.