"Catch me, If you can"
Successful case of social media marketing: Levi's
There was a interesting event in Australia, 2009
This event named "Levi's iSpy" was held by Levi's which is quite familiar with many people as a premium jean brand.
Levi's planned this event hoping they could create boom of Levi's again because it's brand power has decreased gradually.
Here is the short video introducing the event briefly.
For this event, they made twitter account,
"iSpyLevi's®"(@iSpyLevis, https://twitter.com/ispylevis)
[출처] SNS 마케팅 성공사례: 리바이스 Levi's iSpy|작성자 CHUCK
[출처] SNS 마케팅 성공사례: 리바이스 Levi's iSpy|작성자 CHUCK
"
Then, they played kind of hide-and-seek games in Australia and New Zealand.
Levi's located their models all over the area within those countries and made some twits telling their location using smartphone. That is, they gradually disclose their information, communicating with followers in-time.
Then, if a follower find model wearing Levi's jean and ask him/her "Are those Levi's?", model will take off that jeans and give that pants as a gift.
During this time, more than 300,000 people participated in the short-term event, and jeans of Levi's could get sales benefits by selling hundred pairs of jeans and also, about 1450 people newly decided to follow Levi's.
Moreover, they've got some good comments from foreign press or others; "A new way to use Twitter."(Hill & knowIton), "Totally addicted.", "It's just brilliant."(iscassar.blogspot.com),
"This campaign is genius."(2Threads), "Suddenly, Levi's looks cool.", "A cracker of a promotion."(Digital Tip), "Fabulous use of social media."(Cannizzaro)
With this event using social media, they could get back their reputation again.
It was quite impressive try
because it attempted to combine the basic concept of social media with game.
Then, if a follower find model wearing Levi's jean and ask him/her "Are those Levi's?", model will take off that jeans and give that pants as a gift.
During this time, more than 300,000 people participated in the short-term event, and jeans of Levi's could get sales benefits by selling hundred pairs of jeans and also, about 1450 people newly decided to follow Levi's.
Moreover, they've got some good comments from foreign press or others; "A new way to use Twitter."(Hill & knowIton), "Totally addicted.", "It's just brilliant."(iscassar.blogspot.com),
"This campaign is genius."(2Threads), "Suddenly, Levi's looks cool.", "A cracker of a promotion."(Digital Tip), "Fabulous use of social media."(Cannizzaro)
With this event using social media, they could get back their reputation again.
It was quite impressive try
because it attempted to combine the basic concept of social media with game.
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