Feature

iSpy … Levis on Twitter

Word on the street is that growing numbers of jeans wearers are taking their pants off in public. Thankfully, the ever observant iSpyStyle is here to explain why.

Kate Vandermeer

Kate Vandermeer

Kate Vandermeer is director of iSpyStyle – a website and consultancy that spies on the design and fashion industry providing trend and business information targeted to inspire, inform and connect. Follow Kate on Twitter at www.twitter.com/iSpyStyle_Kate or subscribe to her website for free on www.ispystyle.net

Everyone is a-twitter (or so it seems). The irony is that whilst many people believe Twitter is for Gen Y, the stats indicate that the biggest growth market is Gen X and the Baby Boomers.  Using twitter for business can be a useful, free tool and (when used properly) will help your brand communicate effectively with your audience.

One example of a successful branding exercise on Twitter is the Australian leg of Levis. Instead of simply joining Twitter and then going about amassing a database, Levis came up with a clever Levi__s_Girls_Miniskirtcampaign to keep the dialogue open with its customers, between online and offline.

If you get approached in the street and asked to drop your pants – don’t be offended. You’re probably just part of the I Spy Levi’s Twitter campaign.  The concept is simple.  Follow @ispyLevis on Twitter and piece together the clues of where they are located, in order to score some free jeans.  If you think you see someone wearing a pair ask, “Are they Levi’s?” If you get it right, there’s a strong chance they’ll drop their pants and give them to you on the spot!

Levi’s have effectively created an online competition engaging social media, increasing followers and regular community based tweets whilst also maintaining their elusive guerrilla style marketing cachet. With around 1,825 followers and the concept rolling out across most of the major cities in Australia and New Zealand, this treasure hunt style campaign has created quite the buzz and effectively showcased how something as simple as Twitter can be used to create a different type of communication with your customer.

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