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Levi’s Caught With Its Pants Down On Twitter!
Levi’s®Caught With Its Pants Down On Twitter!
Due to the success in Australia, Levi's® is rolling out its first digital marketing initiative on Twitter in New Zealand. The Twitter promotion starts in Auckland today Friday 24th July.
The concept iSpyLevi’s® encourages visitors to the www.levis.com.au or www.levis.com.nz website to participate in a Twitter based promotion, offering them the chance to win a free pair of LEVI’S® jeans by tracking down the jeans in real time, as they’re worn on the street by individuals recruited.
Consumers can follow a Twitter account www.twitter.com/iSpyLevi’s that regularly releases hints and tips as to the whereabouts of the denim clad Tweeter. When the follower thinks they spot someone wearing the tweeting jeans on the street, they are encouraged to ask: “are they Levi’s®?” and if they get it right, the iSpyLevi’s® representative “drops their pants” and gives them to the consumer on the spot!
Lisa Collier, General Manager of LEVI’S® said: “Our aim is to reconnect LEVI’S® with the youth market in Australia and New Zealand and we understand the importance that social networking plays in the lives of these consumers. From concept stage, this initiative felt like a great way to engage them in a quirky and appealing way.”
Twitter hits the streets of Auckland from Friday 24th to Monday 27th July and in Wellington from Tuesday 28th to Thursday 30th July.
ENDS
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