2011 SAMMY Award Finalist, Best Branded Social Game: WildTangent for Levi's
Agencies: WildTangent, 50 Cubes
Brand: Levi's
Executives Involved in The Campaign: Dominique McAree, Bill Clifford, Kaitlyn Hogue, Agatha Bochenek, Kevin Platshon
Campaign Brief:
Background
Levi’s and partner agencies created a powerful virtual fitting tool called Curve ID, an application living on the Levi’s website. This tool was designed to guide women to elucidate the age-old problem of finding the perfect fitting pair of Levi’s jeans by properly identifying their “body type” based on input into the application. Curve ID provided powerful input to users to make this choice easier, but the marketing challenge for Levi’s was how to generate large scale exposure of this tool to educate women about what jeans would best fit their body type.
Objectives
• Drive engagement, awareness and branding for Levi’s Curve ID fitting tool and its application.
• Leverage a leading social game to connect with women around importance of how to truly obtain the proper fit for jeans based on their specific body type.
• Drive engagement in a relevant way by utilizing fashion and gaming as the agent of change.
• Encourage Curve ID quizzes/fittings while socializing what the concept of what Curve ID represents.
• Drive thought leadership and social connection for women who have turned to gaming as their leading source of entertainment.
• Brand Curve ID for both short term quiz uptake and awareness, and create a Levi’s narrative for how to fit jean’s properly for the long term.
Strategy
WildTangent and social gaming partner 50 Cubes worked together to overcome this major obstacle of helping women find their ideal fit by virtually manifesting the Levi’s Curve ID fitting tool on Facebook within the popular game, Mall World (a game predicated on running your own fashion boutique and shopping to your heart's content). In addition, WildTangent also employed its BrandBoost advertising platform by seeding the digital fitting room into the BrandBoost advertising container.
The integration of Curve ID both within and around Mall World was ideal for Levi’s target market of women ages 18-24 years, as this demographic has passionately turned to social games as a way to provide their entertainment “me time” fix. Levi’s calculated that Mall World would deliver a consequential number of fittings to women in this target audience. If Levi’s could utilize a social game to identify which body type women fit within: Demi Curve, Supreme Curve, Slight Curve or Bold Curve, then they could empower women to narrow their real world fittings, while also allowing these women to hone in on their perfect fitting jeans at the retail store.
While the overarching Levi’s Curve ID campaign launched in 2010, the social gaming portion was deployed over only four weeks in March and April 2011. The flighting strategy was driven by Levi’s need to ensure awareness of the Curve ID fitting tool with a strategic goal to hit one million Curve ID fittings corporately across the Levi’s site. The campaign employed both BrandBoost and in-game integration with massive supportive promotional media seeded within Mall World to message players about a “New Levi’s Store” located within the game.
Results
• Over 4 week campaign, WildTangent helped achieve over 30% of Levi’s corporate goal of Curve ID fittings.
• Visits to Levi’s store within Mall World more than doubled expectations, showing massive interest in female 18-24 consumer.
• Once within the store, number of completed fittings was 46% higher than projected.
• Key Learning: Players who took Curve ID fittings provided real data on consumer body types over the 4 different fits - majority of sizes were Demi-Curve and Supreme (33% Demi, 30% Supreme, 19% Bold, 18% Slight).
• Average interaction rate: just shy of 60%
• Average time spent on Levi's store: over 43% more than average store (sponsored or otherwise).
• Average time spent in virtual store for purchasing items: similar to retail stores (purchase process was same).
• However, users spent over 98 seconds on average for taking the quiz. Thus, overall time spent in Levi's store was much more.
• Levi's store was a big hit and exceeded expectations in terms of the products sold. It was the best among all sponsored stores we've done in past 6 months, and in top 5 in terms of item sales, even after excluding curve ID items.
Link to Your Creative Materials:
YouTube video of BrandBoost/Levi’s in Mall World:
http://www.youtube.com/watch?feature=player_embedded&v=JuCnwhPdXwI
Live ad link of the unit in the BrandBoost advertising container:
http://studio.doubleclick.net/externalpreview?h=fj2ZkOpPujdz4P4XUfRQpQ%3D%3D%0D%0A#259432
Mall World:
http://apps.facebook.com/mallworldgame/?storeId=44
Mall World Instructions:
1. Once you click on the Mall World link, let the game load.
2. Click SKIP on the Fabulous Gifts For Your Friends page.
3. If you get any additional pop-ups, i.e. Little Phone app or Chance to Win Mall Credits, please X out or close.
4. The Levi’s store will be in the background.
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