Are you fed-up of Facebook, sick of Second Life? If so, then you may be interested to know that Levi’s are claiming to have ‘disrupted the convention’ of such social networking sites with the launch of the first ever (they reckon?) branded virtual world. No prizes for guessing what it’s been called, though.
Levis’ World went live in Hong Kong and China on 23rd October and gives all who sign up the chance to create their own online virtual identity. From this starting point, they can then indulge in all manner of social frolicking by chatting, playing games and even buying new outfits using ‘Levi Coins’. What brand are these virtual clothes? Yep, you guessed right again.
If this sounds like your sort of thing, then brush off your virtual tuxedo and sign up for the online ‘red carpet’ launch party. Print ads, online banners and even animated YouTube clips have been used to build buzz by revealing nothing but the date for this mysterious cyber-ceremony… Apparently within 48 hours, nearly 6000 people had signed up for the chance to walk the carpet and rub pixellated shoulders with celebs and friends alike.
Levi’s World was created in two and a half months by TEQUILA Hong Kong, part of TBWA Worldwide. This new platform is expected to play a large part in what TEQUILA and collaborators OMD, are calling a ‘Virtual World Strategy’. To ensure it is accessible across the globe, it is browser-based, so users can log on from any computer with an internet connection and no files or programmes need to be downloaded in order to participate.
This should facilitate the key aim of Levi’s World , which - according to TEQUILA - is to help the audience connect to the brand in a ‘meaningful way’. They are insistent however that this is not simply a prescriptive branding exercise, but rather a way in which people can ‘immerse themselves, initiate their own online conversations and experiences without prejudice.’ While wearing Levi’s outfits and trading in Levi’s Coins of course. Either way, Levi’s World looks set to be the next step in integrated marketing – rather than bombarding people in everyday life through TV, print, radio etc, this creates a whole new life, with an inherent brand-awareness from day-one.
November is set to be a busy month for the inhabitants of Levi’s World, with lifestyle events planned, a ‘Music Junk Box’ launch (enabling DJ’s to share music from around the world) and even a singles night. Steady on.
Source : Contagious Newsletter
