Levi’s „Cheeky Little Idea”

Levi’s game enabled by online and mobile interaction. Pairs of Levi’s have been released onto the streets of Sydney and Melbourne worn by Levi’s representatives.
Users pieced together clues released on Twitter to locate the jeans and can win a pair by asking the wearer „Are those Levi’s?” The wearer than has to drop their pants and give it away.

How did it look like in reality?

Results in 6 weeks: 1450+ followers on Twitter

300 000 + reached through retweets and @replies.