Best practice from Eyeblaster
Few brands enjoy the level of loyalty and intimacy with their customers as Levi’s. That’s why when Levi’s launched their Nighttime Adventures online campaign to promote brand awareness and positive engagement they started a conversation with their customers with the provocative question “What did you do last night?”
Levi’s used the advanced online advertising functionality to great effect, integrating sequencing, tagging and advanced features into one campaign.
Users were introduced to a series of three ads, beginning with a short video titled “Moonbathe.”
After viewing the video, users were cookied, and at their next impression they saw two synchronised banners on the same page: a leaderboard across the top of the page and a skyscraper running vertically down the side.
These two pieces echoed the question, “What did you do last night?” The skyscraper featured a text entry box, where users were prompted to enter their own response, and the leaderboard displayed responses from other users.
Upon submitting a “night time adventure,” the user saw it show up along with other responses in the leaderboard.
The next step was to sign-up for the drawing to win prizes that included a digital camera and free trips to urban tourist areas. Users could also click-through to the site or enter their email information in the banner itself.
True to the nature of the promotion itself, the interactive campaign took users on a “journey” – from passive viewer (nearly 50% played the video), to engagement with the premise (over 5,000 people submitted answers), to interaction with the brand itself (11% continued to sign-up for the promotion or submit email addresses).
The numbers are impressive, but analysing interactive branding campaigns is generally more elusive.
“This approach allowed Levi’s to enter into a dialogue with consumers,” explains Matt Simpson, Head of Digital, Starcom MediaVest Group UK.
“Using interactive ads based on behavior and then sequenced, Levi’s drew the consumer into a rewarding and inclusive experience that they actually looked out for every time they logged on.”
Click here to view a demo of the campaign
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