While the two-week campaign consists of above-the- line activations supported by POP and on-ground collaterals, the '501 Stay true' push comprises an enhanced online component, according to Levi's Malaysia brand leader, Anitha Narayanan.
"Friendster.com is an internet destination of choice for (our target audience) in Malaysia," said Narayanan.
"Social networking and community-based advertising platforms have proven to be very effective and powerful, and the campaign provides youths with an avenue to express themselves while being true to what they believe in."
Featuring a variety of ad formats on the site, including large rectangle spreads, half page and roadblock ads, the executions will run until the end of this month. The campaign was facilitated by Pixel Media, the exclusive sales agent for friendster.com in Hong Kong and Malaysia.
"Friendster.com reaches over 950,000 active users per month in Malaysia, and on a daily basis, more than 300,000 unique users login to the site," said Kevin Huang, CEO, Pixel Media.