This online design project , a component of Levi's and Bravo's Project Runway co-op marketing plan, was an inventive promotion that ended up exceeding Levi's expectations.
The Jan. 23 episode of Project Runway, according to the Nielsen Co., drew 3.2 million viewers, including 410,000 women ages 18 to 24.
Levi's was the first brand partner on the show to drive viewers to a separate online contest focused on a challenge that would resonate with target consumers.
The site received 500 submissions in three days. Sharon Greenwood, Avenue A/Razorfish's creative director on the campaign said " In all, it attracted more than 20,000 registrants — two-thirds women — and 2,500 designs".
The contest was promoted with ads on some online fashion blogs, some gossip blogs and social shopping network sites.
Greenwood's team also incorporated a feature allowing designers to embed their submissions on their own Web pages, blogs and social-networking sites such as MySpace and Facebook.
This placed a 'badge" with a Levi's logo and invitations for viewers to vote on the design at Levi's "Project Runway" site.
See an example of the "badge" below:
The feature put the badge before about 30,000 viewers, about half of whom clicked through to Levi's "Project Runway" site, Greenwood said.
In the weeks following the "Project Runway" episode, Levi's nontraditional styles, normally not among its top sellers, took over the top 10 women's styles on its retail site.
By the way, the winners were announced last month and here they are :
First Place:
Above: The first place winner, Jehan.
His/her design will be produced and sold by the Levi’s® brand and sold on levi.com, plus a $501 gift certificate on levi.com.
Levi’s says..."Love the turn back cuff on the sleeve. Cool asymmetrical opening and nice clean tailor details. This design reinvents the trucker jacket with a feminine flare."Second place winner:
Submitted by Sharpietattoo. Description: Girly pleating gives a softer appeal to this military-inspired dress. Along with Levi’s buttons and rivets, the dress also has the hand pockets from the Trucker Jacket. Gold bodice stitching and a 50’s inspired neckline keep the hip look classic and clean. Zip back, with a functional back button.
Levi’s says...
This is a classy, vintage 50s look, with flattering neckline. Like the back seaming, reminiscent of a trucker vest. The buttons really tie this product back to the 501® Jean in a fresh contemporary way.Third place winner:
Submitted by Claire
Description: The GOLD RUSH DRESS, comes in dark blue denim with gold metallic top stitched flat felled seams, OR light blue denim with silver metallic topstitching. The Levi's Button lace-up bodice can be worn with the attached modesty panel under the lacing, or flip the panel back under and show some skin.
Levi’s says...Second place winner, sharpietattoo, gets a $501 gift certificate for levi.com, and third place winner, Claire gets a $250 gift certificate for levi.com.
The gold trim and modesty panel are lovely. Really like how this brings the heritage of the Levi's Brand to a flirty new fit.
So, Congratulations to not only the winners, but also Avenue A/Razorfish, Levi's and Bravo!