Online activity was to act as part of seeding strategy for Levi's Engineered Jeans, prior to the above the line campaign. Specific digital objectives included increasing traffic to levi.com (Europe), acquiring consumer registration and increasing repeat visitors to levi.com (Europe).The DHTML banner's objective was to increase awareness of the campaign amongst young people across Europe.

The microsite was launched 3 weeks prior to above the line launch, generating a buzz of interest and excitement about the commercial, "Odyssey", by exclusively featuing the ad itself and the making of the ad.The DHTML banner was developed in 5 languages and distributed on multiple sites. This also facilitated click-through to levi-com (Europe), where users could reach the microsite.Good Technology also developed and distributed and HTML email to the 20,000 registered users within the central Levi's European database. The target market was guys and girls aged 15-24 across Europe. By end of first week of March, there were over 1.7 million views of the Banner. The click through rate from the banner was averaging 2.7% per week. Weekly visits to levi.com(Europe) have increased to over 300% (compared to prior to the campaign). Registrations (acquired customers) on the main site quadrupled on the previous month.Registrations for the competition are averaging at over 1000 per week. Repeat visits to levi.com (Europe) have shown an initial increase of 2% week on week.