The Levi’s virtual social networking community allows users to mingle, role-play, chat and try out the latest Levi’s collection.
Guests who enter the site are greeted with an opening event video featuring celebrities such as Edison Chen. They can also choose their avatars, including Levi’s gear such as t-shirts, jeans, accessories and sneakers.
Guests who enter the site are greeted with an opening event video featuring celebrities such as Edison Chen. They can also choose their avatars, including Levi’s gear such as t-shirts, jeans, accessories and sneakers.
The marketing strategy has employed several different platforms, including e-DM party invitations to the site’s virtual opening party, SMS and mobile advertising and ‘kidult’-oriented sites.
The gala opening event will feature I Love You Boyz, a popular Commercial Radio DJ and Cantopop duo, with visitors to the site treated to a virtual red-carpet experience.
“Online marketing communication is the main pillar, while integrated traditional media is used to cross-sell the opening of the virtual party for the site,” said Florence Kong, business director at TBWA\Hong Kong, the agency which created the campaign in conjunction with media specialist OMD and the client.
“It’s like a fancy party. Visitors can choose and create their makeovers with different wigs and costumes, along with various Levi’s outfits that they can choose from.”
The initiative also includes a customer loyalty component, with regular visitors to the store rewarded with accumulated points that can be exchanged for a wider range of Levi’s apparel.
“In order to prolong the buzz and sustain interest among our targets, we intend to hold a string of theme parties which will take place at least twice a week once the site is up and running,” added Kong.
The themed events, she explained, would take the form of beach, toy, fashion and cosmic nights, and would collaborate with youth style leaders and lifestyle magazines including Juice and East Touch, among others.
The virtual world itself replicates a real Levi’s store, featuring the latest Levi’s Copper collection along with the classic 501 line and other limited edition products.
Kong noted that December would feature an enhanced online version, which is expected to take the strategy one step further.
She hinted that phase two would include an entire house, which would give consumers the chance to choose furniture, thus expanding the concept from a Levi’s store to a city. Since launching on 23 October, 5,800 visitors have already registered.
While online is a significant part of the brand strategy, OMD Hong Kong general manager Caroline Chan added that along with supplementary TV executions on the video-sharing YouTube network, traditional media in the form of print and public relations would also play a key role in the campaign.
