Mobile users will be able to watch a preview of the new Levi's commercial via Wap on February 7, a week before it is aired on television. Following this, a new campaign Wap site, to launch on February 11, will act as a hub for brand marketing activity and will be used to host promotions and mobile content. Users will be able to download a film and wallpapers.
This coincides with the 501 campaign website launch, which will stream the full-length TV ad, downloads and exclusive information.
An online teaser campaign will run on MSN from February 4 to 11 in the five key European markets including the UK. The ad will show an extract of the TV ad and aims to drive users to the website to watch the full version.
Helene Venge, head of digital marketing at Levi's Europe, said: "We want to move Levi's further into the mobile content area, using mobile as a pull medium. The approach is to offer the target audience downloadable content that they can send to each other.”
"A Wap site is a complementary communications channel to the website that extends the reach of the brand and we will be looking to extend the use of Wap over the year."
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