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Levi39 S Creates Unique On-Line Shopping Experience

Levi Strauss, San Francisco, has created a unique on-line experience that combines advertising and experiential e-commerce on its website, www.levi.com.Consumers will be able to watch a commercial, click on the featured clothing to view, learn more about the product and make a purchase while the spot runs.This internet experience, created by Convergence Mediagoup®, San Francisco, uses a variety of innovative e-commerce capabilities, including interactive questions and reward elements.Allowing consumers to interact with a commercial empowers them to explore the advertised products in a whole new way, said Barth Ballard, digital marketing manager, Levis brand.Along with accessing product information, consumers can play an interactive game. If they find the invisible Levis jean Red Tab with their mouse, and answer questions about the commercial, they have a chance to win $1,000 in Levis jeans Red Tab product.As people get more accustomed to making transactions on the Web, they will start to demand more from their brands," said Azi Tabachnik, founder and CEO of Convergence Mediagroup.

November 1999




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