02
Jun

Levi’s 501 李维斯牛仔裤Infomercial

admin on 2008-6-2,00:41 
Filed under:广告  

截至6/1，Youtube浏览量3.5million
WOM的特点：Creative, Interesting；激发尝试的欲望，被乐于传播；
Facilitate wom: Youtube，以及多种方式推动传播

The viral hit, Jumpin’ In, features agile youth who appear to back-flip into jeans held aloft by their buddies. Jumpin’ In unexpectedly garnered 3.5 million hits in 10 days, Good Morning America play and Wall Street Journal attention.

The video was released May 5 to generate some hype leading into Levi’s first global brand campaign for its flagship 501 jeans. The “Live unbuttoned,” campaign has kicked off in some markets. It will blanket 110 countries by the fall.

“[Jumpin' In] was supposed to be a small seeding activity,” said Robert Cameron, vp-marketing at Levi Strauss, San Francisco. “We didn’t know it was going to blow up. So we’re meeting with BBH on how to chase this. What do we do to adjust the strategy and ride the wave?”

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