Levi Strauss refurbishes 501 with acoustic guitar

The jean company went grassroots with DraftFCB to promote a brand renovating concert contest in Montreal, Toronto and Vancouver.

To promote the brand renovation of its 501 jean, Richmond Hill, ON-based Levi Strauss Canada has teamed up with DraftFCB this week to launch the Levi’s ’501 Live Unbuttoned and Unplugged’ contest with Canadian band Finger Eleven.

‘The Levi’s 501 Live Unbuttoned and Unplugged with Finger Eleven promotion is designed to deliver an exclusive music experience with a band that is relevant to our core consumer,’ Lorraine Cooper, consumer marketing manager, Levi Strauss Canada, told MiC.

DraftFCB, which is responsible for promoting the program, chose a grassroots approach to create buzz around the contest. On Aug. 18, installations appeared in Toronto, Montreal and Vancouver in which 501 jeans were hung in high-traffic locations around the cities. Wild postings and an email blast to the www.levi.ca database were also employed to spread the word.

‘We anticipated that the jeans would create buzz and wouldn’t hang for long, and we were right,’ added Cooper. ‘They were snatched up within hours.’

Consumers who buy a pair of 501 jeans at participating Levi’s stores will receive a VIP pass, while supplies last, to an exclusive acoustic experience with the band. Even those who simply try on a pair of 501 jeans can be entered for a chance to win VIP passes.

The program is being run with MuchMusic and MusiquePlus, which will be launching a branded microsite with a contest offering another chance to win VIP passes to the acoustic experience.