A localized “STAY TRUE” micro-site is built to showcase the new product information and also featured a variety of Levi’s branded emoticons, from its buttons to seams, display pictures and wallpaper for MSN users to download and customize their chat box and send to their buddy lists. Also ran a competition calling on MSN Messenger users to design their own emoticons and displays using Levi’s branding

Effective online response: 45,000 click through, 2,700 new database registration,1,500+ competition entriesImproved Brand equity in attributes of Share of Mind, Set the trend, Worth to pay extra for