Levi's engage youths with branded virtual world

Hong Kong - Levi's has kicked off a social networking virtual world for Hong Kong and China, targeted at youths between 15 and 24 aimed at engaging them to connect with the brand and drive sales at the stores.

In Hong Kong, a series of in-store communications, print ads, online banners and animated YouTube videos were activated to invite users to join an online "red carpet" launch party that attracted over 5,800 to rsvp's for the event within 48 hours.

Playing on the brand's "originality and individuality" themes, Levi's virtual world allows members to create their own avatars and tailor their own look using latest Levi's collections. They could also earn and spend virtual money online as well as in real world.

Additionally, users can play games, chat, invite their friends and participate in online events such as DJ music nights, singles nights and celebrity chats. Levi's has made a big push into the youth categories, earlier this year launching a record label, Levity Records.

Tequila\ Hong Kong and OMD created the branded virtual environment, which took more than two months to develop.