The idea was I Spy Levi’s. A real world ‘catch me if you can’ game that used mobile, Twitter and PR as amplification channels. Here’s how it worked…1) Levi's reps walked around key cities across Australia and New Zealand wearing new jeans from the Levi’s range.

2) They then released clues and hints about where they were via Twitter - and cryptic photos of what they were wearing. Followers could interact and piece the clues together to find the person wearing the jeans.3) If they spotted our rep and asked the wearer “Are those Levi’s?” the Levi’s rep would drop their pants and hand over the jeans on the spot.4) Over 400 winners were individually photographed and posted online to stimulate further buzz and awareness of the Levi’s range.

• People chased our reps in cabs, ran across town in high heels, called in sick, and organised office teams for the hunt • Several national TV stations and newspapers picked up the story, Channel V broadcast a Twitter-hunt, and more than 100 blogs dedicated an article to I Spy Levi’s – reaching 1.7 million people• Through re-tweets and @replies we reached more than 300,000 people on Twitter • Levi’s mentions in social media were up 325% • Purchase intent increased from 7% to 11% • Levi’s is now implementing the campaign in several markets across Europe and Asia