Background:

Levi’s leveraged music to help woo young consumers with sponsorship deals including: Lauryn Hill, MTV Video Music Awards, the FUSE Tour - Goo Goo Dolls and Sugar Ray, Third Eye Blind, Levi’s branded “second stages” at 25 venues across the US.

Solutions:

Invited media to concerts and VIP meet & greets. Worked with stylists to ensure artists wore Levi’s branded clothing. Incorporated Levi’s from Bruce Springsteen, Elton John and Madonna into The Costume Institute's “Rock Style” Exhibit at the MET. We generated National media coverage.