Who Is The Next Original?
Online Contest

Levi's^® wanted to reach the elusive college market with a relevant promotion that increased awareness and sales of Levi’s jeans. HMG created a multi-faceted program that reached students where they live – online and on campus.

We conducted a nationwide model search online and in Levi’s pop-up stores in large college markets looking for a few good faces to star in a Levi’s advertising campaign. Students sent in photos of themselves wearing Levi’s jeans and encouraged their friends to vote for them online, increasing web sign-ups tenfold. Winners were featured in a national Levi’s “Style for Every Story” print campaign which celebrated the personal connection people have with their Levi’s jeans.

HMG Services
 - Promotional Website Design / Programming
 - Print and Collateral Design & Production
 - Contest & Sweepstakes Administration / Legal
 - Site Submission Monitoring
 - Prize Fulfillment

Results
Thousands of photo entries were received during the 7-week promotion. The contest homepage received over tens of thousands of hits, and thousands opted-in to the database.