LEVI'S HOLDS CONTEST TO PROMOTE NEW WEB SITE
By Adnews Staff
Levi Strauss & Co. (Canada) Inc. of Richmond Hill, ON, has begun the first in a series of interactive promotions aimed at teens and young adults designed to introduce the company's new web site. The promotion, called "What's Your Story?" invites visitors to the site to submit a story about the most memorable experience they've ever had while wearing a pair of Levi's jeans. Contestants can instantly win one of 450 merchandise or gift certificate prizes. Contestants are also entered into a draw for a $1,000 spending spree at an Original Levi's Store. "The aim of these interactive promotions is to extend the brand experience and develop an ongoing relationship with Canadian youth," said the company's consumer marketing manager, Victor Lam. The contest will be promoted on the MuchMusic and MusiquePlus web sites. The promotion and the new web site were created by Nine Dots of Toronto. The site, at <http://www.levi.com/canada>, is intended to appeal to the Canadian youth market. It contains information about all Levi's products as well as advice on fit, sizing and fabric care. In the future the site will also provide links to selected retailers which sell Levi's products online.