• We created the concept faceback: a social network for jeans lovers which acted as a parody of facebook.• How does it work on the assumption that the best way to see how good your jeans fit is to look at your back (your ass). We urged customers to register on Faceback to show everybody how well your Springfield jeans fit. Subscribers to Faceback could also create a profile featuring personal data, a jeans model and a pictures of them wearing the jeans.Users of faceback could also interact and vote for the best ass. The winner would win a trip to California, the origin of jeans.

• Client raised its jeans sales 22% • Clients of the Springfield loyalty club increased their awareness about the variety and diversity of the jeans fits and models by 38%.• Numerous internet blogs and Facebook users buzzed around Faceback.• Over 4.000 users created their profiles proving this promotion to be one of the most succesful for the brand.