Levi’s� Europe launches the digital part of the 501� with Anti-Fit Fall campaign which incorporates TV, Print, OOH, Cinema, and Retail. The 501� with Anti-Fit message has been promoted online throughout the year through continuously enhanced content and features, across a variety of digital channels, across Europe. This second phase marks a shift in content approach: from giving users cute, cool, and quick experiences in the form of use-once-and-throw-away little games and widgets, the content will now be expanded with a focus on applications that enable greater interaction with the brand and between the users themselves, over a longer period of time (The Levis� Mobile Audio Mixer and the Levi’s� Video Mixer are part of the initiative – you can download both at eu.levi.com) To further support the 501� jean with Anti-fit proposition, eu.levi.com of course sports an entirely refreshed 501� section, designed with a visually strong style as original as the product it promotes. The digital campaign has been developed by Lateral, whose chairman, Jon Bains, comments:“We’ve entered a new phase of our strategy. Not only is the application approach congruent with the Levi’s� ethos, but, when brand building online, applications like the vmx and the max are relevant, fun, talkable and more interesting because they’re simply more useful for the audience”.
As reported today on Revolution Magazine, Levi’s Europe has upgraded its website with games, new products and even an ‘image-mangling’ engine to promote the brand’s Teenage Kicks line and its new autumn product range. In Levi’s mind the goal of the Web site is to appeal and to retain the brand’s core target audience, 15- to 24-year-old girls and guys. The Web site is available in English, German, French, Spanish and Italian. I like the graphics, but I’ve found navigation rather confusing.
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