Levi Strauss, San Francisco, has created a unique on-line experience that combines advertising and
experiential e-commerce on its website, www.levi.com.Consumers will be able to watch a commercial,
click on the featured clothing to view, learn more about the product and make a purchase while the
spot runs.This internet experience, created by Convergence Mediagoup®, San Francisco, uses a
variety of innovative e-commerce capabilities, including interactive questions and reward
elements.Allowing consumers to interact with a commercial empowers them to explore the advertised
products in a whole new way, said Barth Ballard, digital marketing manager, Levis brand.Along with
accessing product information, consumers can play an interactive game. If they find the invisible
Levis jean Red Tab with their mouse, and answer questions about the commercial, they have a chance
to win $1,000 in Levis jeans Red Tab product.As people get more accustomed to making transactions
on the Web, they will start to demand more from their brands,” said Azi Tabachnik, founder and CEO
of Convergence Mediagroup.
November 1999
