RE:PLAYThroughout October Levi’s hosted a series of gigs at its flagship store on London’s Regent Street featuring six up-and-coming bands.16-34s picked two acts to support Primal Scream at the headline concert via the Go Forth Craft of Music online hub. Online visitors could also watch gig highlights and exclusive interviews and apply for tickets.RE:SETPrimal Scream’s setlist was also up for grabs with visitors voting on which tracks from their back catalogue would be performed at the headline gig to over 1,200 fans.RE:CREATEVisitors could create a unique piece of music history by picking an exclusive cover version for Primal Scream to perform on the night.We facilitated spread across Levi’s owned channels, our partners’ owned channels as well as through paid-for space on Spotify.

We maximised our earned exposure by linking our hub to Facebook so visitors could easily share their excitement about the gigs.

Widespread uplifts in key brand metrics and reclaiming of category-leadership:- +21% ‘coolness’ among males -+11% ‘fresh & new ideas’ among women-+29% brand favourability against the 16-34 audience-21,000 online hub visitors with an average dwell time of 1 minute 22 seconds -4,500 votes cast -Over 2,000 ticket applications -+30% Levi’s® UK Facebook fans-8% increase in sales YoY Tim Larcombe, Levi’s® UK General Manager, said it best:"We are thrilled to launch this pioneering music campaign that offers consumers such a high level of engagement and provides a unique opportunity to craft a major music event."