• Adweek, Friday, September 1, 2006 1:45 PM

Apparel marketer Levi's is venturing into the brave new world of interactive marketing with a new ad campaign that features consumers as star performers. The effort employs new imaging technology, in which users can upload headshots of themselves on a computer and then receive a copy of a Levi's commercial. In it, they appear as a daring jeans thief. The marketer is hoping the campaign will become viral as participants share their personalized commercials via e-mail, instant messages, blogs and video sites. Levi's chose online media as the best means of reaching a younger demographic "in a fun and engaging way," says Levi's spokeswoman Amy Jasmer. Alex Lubar, an account manager at Levis' agency Bartle Bogle Hegarty, drew a link between "the innate bond that an individual has with [their apparel choices]" and the interactive platform, "which allows the consumer to bond with the ad itself." The interactive effort plays off a popular TV spot for Levi's called "News Story," that broke nationwide in July.

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