Levi’s using web site based game to build it’s brand. And it’s not using any traditional media to launch it.

Jon Njos, Media Director/Stanton & Everybody

http://goforth.levi.com/fortune

Today, Levi’s launched a new game on their web site, designed by their agency, Wieden + Kennedy. The whole program is strictly a brand building effort targeted at young adults 18-24, challenging them with puzzles, completing real-world tasks and hunting down clues online and in the real world. Levi’s will post clues each week through mid-November so participants can collect them and stay engaged.
The purpose is to remind consumers of the Levi’s heritage while instilling a “Go Forth” attitude.

At first blush, I’m a bit confused as to what this all really does for Levi’s, except when you read through the linked article, it is a campaign to draw people in through active engagement so Levi’s can build a database. With help from Publicis’ Razorfish, a 100% digital campaign has been executed through the use of posting clues on Facebook and a game Twitter account, supported by an in-banner video ad campaign. Campaign success will be measured through the participation levels reached and site visits. They are relying solely on digital and social means to get the message out and create a viral expansion of the game.

We are witnessing the metamorphosis of advertising campaigns that are devised to create measurable results through one-on-one relationships with consumers. Major brands like Levi’s, Skittles, P&G, are actively using campaigns like this to build an avenue for direct contact with people so they can deliver offers to customer in-boxes.
A new study by Harris Interactive, has found that web users are more inclined to provide personal information through email, as opposed to sharing through social sites. The research confirms that the opt-in nature of email makes sharing more acceptable and builds a relationship with consumers that establishes trust. Once trust is established, interaction on social media increases.
MEDIAWEEK ARTICLE
http://www.mediaweek.com/mw/content_display/news/digital-downloads/gaming/e3i03c5991d65201a6096f8273ca8e1f873

HARRIS INTERACTIVE
http://www.mediaweek.com/mw/content_display/news/digital-downloads/metrics/e3i4c3415c8611408c1613302809468bfc0