DMC is helping Levi’s to promote their new ‘Worn’ range of denimwear with an exclusive online viral marketing programme …

We’re seeding and tracking a ‘web first’ viral marketing programme, the first to be undertaken by Levi’s, which supports Levi’s new ‘Rub Yourself’ TV advertising campaign.

Levi’s is renowned for its cool, quirky commercials that attract likeminded people to their clothes. At the heart of the ‘Rub Yourself’ campaign is a TV commercial that was released on August 29 to promote the new ‘Worn’ range of denimwear. Levi’s decided to test the power of online viral marketing to help them increase awareness of the new range prior to and in conjunction with the mainstream TV release.

Working with Levi’s media agency Starcom Motive Partnership, we’re seeding and tracking the online viral programme that kicked off on August 15 with a teaser strand. The teaser has propagated seven 5- to 10-second digital video films created by Levi’s advertising agency, Bartle, Bogle, Hegarty (BBH). The films preview snippets of the TV commercial, with people rubbing against various urban surfaces.

The teaser strand is now being followed by the main viral campaign, using a 60-second digital video film that’s a new edit of the TV commercial.

Our online tracking system will provide real time accountability of all the films’ downloads, views and hotlinks in order to quantify the impact they have on brand awareness.

If you would like to find out more about the campaign or would like to know more about our online viral and buzz marketing services, please contact us