Levi's 501 Project Connects With Consumers

<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgPRqtk0mj1cuaCieMmxzx2SlR8qdNYHa4s6I3G9a_5yY4yomrmUuPC0is6S7IaGk46N9yb6pJ-Hmajk8BBBZ_tt49XMJpFLesw8HAoTELvRhf1nJku6Ti270UaxmpMkz7QRKZBN1n5TKgi/s1600-h/Picture+39.png" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5174475972368284674" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgPRqtk0mj1cuaCieMmxzx2SlR8qdNYHa4s6I3G9a_5yY4yomrmUuPC0is6S7IaGk46N9yb6pJ-Hmajk8BBBZ_tt49XMJpFLesw8HAoTELvRhf1nJku6Ti270UaxmpMkz7QRKZBN1n5TKgi/s400/Picture+39.png" style="cursor: pointer;" /></a><br /><a href="http://ifitshipitshere.blogspot.com/2008/02/levis-project-501-project-runway.html">This online design project</a> , a component of Levi's and Bravo's Project Runway co-op marketing plan, was an inventive promotion that ended up exceeding Levi's expectations.<br /><br />The Jan. 23 episode of Project Runway, according to the Nielsen Co., drew 3.2 million viewers, including 410,000 women ages 18 to 24.<br /><br />Levi's was the first brand partner on the show to drive viewers to a separate online contest focused on a challenge that would resonate with target consumers.<br /><br />The site received 500 submissions in three days. Sharon Greenwood, Avenue A/Razorfish's creative director on the campaign said " In all, it attracted more than 20,000 registrants — two-thirds women — and 2,500 designs".<br /><br />The contest was promoted with ads on some online fashion blogs, some gossip blogs and social shopping network sites.<br /><br />Greenwood's team also incorporated a feature allowing designers to embed their submissions on their own Web pages, blogs and social-networking sites such as MySpace and Facebook.<br /><br />This placed a 'badge" with a Levi's logo and invitations for viewers to vote on the design at Levi's "Project Runway" site.<br /><br />See an example of the "badge" below:<br /><a><img alt="" border="0" src="http://www.us.levi.com/media/pr/images/designer_badge.jpg" style="width: 132px; height: 284px;" /></a><br />The feature put the badge before about 30,000 viewers, about half of whom clicked through to Levi's "Project Runway" site, Greenwood said.<br /><br />In the weeks following the "Project Runway" episode, Levi's nontraditional styles, normally not among its top sellers, took over the top 10 women's styles on its retail site.<br /><br />By the way, the winners were announced last month and here they are :<br />First Place:<br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpKC8hp1x2-cTOCTqSQPZp2WHWvY5KBvLjD2sGDogvQf9Wb453CASbMa3rdyJ3YtONWVpptOUsMNRF5W8oso8tcXW0UVEX7mwpYxR8_fama8-4dx6XmjH1rnye8XJU6ziEt0IYAGoxh-tI/s1600-h/Picture+37.png" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5174462864128097234" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpKC8hp1x2-cTOCTqSQPZp2WHWvY5KBvLjD2sGDogvQf9Wb453CASbMa3rdyJ3YtONWVpptOUsMNRF5W8oso8tcXW0UVEX7mwpYxR8_fama8-4dx6XmjH1rnye8XJU6ziEt0IYAGoxh-tI/s400/Picture+37.png" style="cursor: pointer;" /></a><br />Above: The first place winner, Jehan.<br />His/her design will be produced and sold by the Levi’s® brand and sold on levi.com, plus a $501 gift certificate on levi.com.<br /><blockquote><span style="font-style: italic;">Levi’s says..."Love the turn back cuff on the sleeve. Cool asymmetrical opening and nice clean tailor details. This design reinvents the trucker jacket with a feminine flare."</span><br /></blockquote>Second place winner:<br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh1bym2huB-HQiC021Y-wrhYJp9tum7C6Ee5c2WzsIPpxGrtpoGAI-67s8wUW6ecVo0dU44lgYspSzZz3wZJmmSzDtqYzy6bhIW8YQFBVz27UxcOkMzi24H94W9QZoKSbz-i_8qLw4UJtVY/s1600-h/Picture+36.png" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5174462954322410466" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh1bym2huB-HQiC021Y-wrhYJp9tum7C6Ee5c2WzsIPpxGrtpoGAI-67s8wUW6ecVo0dU44lgYspSzZz3wZJmmSzDtqYzy6bhIW8YQFBVz27UxcOkMzi24H94W9QZoKSbz-i_8qLw4UJtVY/s400/Picture+36.png" style="cursor: pointer;" /></a><br /><span style="font-size:85%;">Submitted by Sharpietattoo. Description: Girly pleating gives a softer appeal to this military-inspired dress. Along with Levi’s buttons and rivets, the dress also has the hand pockets from the Trucker Jacket. Gold bodice stitching and a 50’s inspired neckline keep the hip look classic and clean. Zip back, with a functional back button.</span><br /><br />Levi’s says...<br /><blockquote style="font-style: italic;">This is a classy, vintage 50s look, with flattering neckline. Like the back seaming, reminiscent of a trucker vest. The buttons really tie this product back to the 501® Jean in a fresh contemporary way.</blockquote>Third place winner:<br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj3P9RDWbkfMHAXQ9pyobJ8ZCug539dO1Zrulf158haeGl3xYdvU9UYAGgGuYy8TvniJ2hhtrqe7s0kd6bpW5nLGKeBjXyq_A-dvEtZmQgfbrP5KB9lL3ipJUHInIIc_8tRrthhI19fGb6R/s1600-h/Picture+38.png" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5174464676604296178" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj3P9RDWbkfMHAXQ9pyobJ8ZCug539dO1Zrulf158haeGl3xYdvU9UYAGgGuYy8TvniJ2hhtrqe7s0kd6bpW5nLGKeBjXyq_A-dvEtZmQgfbrP5KB9lL3ipJUHInIIc_8tRrthhI19fGb6R/s400/Picture+38.png" style="cursor: pointer;" /></a><br /><span style="font-size:85%;">Submitted by Claire<br />Description: The GOLD RUSH DRESS, comes in dark blue denim with gold metallic top stitched flat felled seams, OR light blue denim with silver metallic topstitching. The Levi's Button lace-up bodice can be worn with the attached modesty panel under the lacing, or flip the panel back under and show some skin.</span><br /><blockquote>Levi’s says...<br /><span style="font-style: italic;">The gold trim and modesty panel are lovely. Really like how this brings the heritage of the Levi's Brand to a flirty new fit.</span></blockquote>Second place winner, sharpietattoo, gets a $501 gift certificate for levi.com, and third place winner, Claire gets a $250 gift certificate for levi.com.<br /><br />So, Congratulations to not only the winners, but also Avenue A/Razorfish, Levi's and Bravo!<br /><a href="http://www.newhouse.com/a-riveting-ad-campaign-2.html"><br /></a>

Levi's 501 Project Connects With Consumers

This online design project , a component of Levi's and Bravo's Project Runway co-op marketing plan, was an inventive promotion that...

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