Dorm Room Confidential
Levi Strauss Co., San Francisco, is looking for a trio of savvy campus shoppers who can survive for a semester solely on online purchases. In preparation for the grand opening of Levi’s Online Store, college students who think they can live without the mall or the campus bookstore can log onto www.levi.com, where they will be asked about the wackiest purchase they ever made.
Three winners will be chosen from the entrants. Each will get a weekly shopping allowance to make Web-only purchases – from Twinkies and condoms to lava lamps and bike tires. Levi’s will track the winners’ cybershopping via “live” programming and an in-room Web-cam. Virtual voyeurs can see what the campus celebs are buying, how they look in their latest levi.com threads, and find out what surprise celebrity “guests” drop by for Web cameos.
With 79 percent of college students regularly surfing the Web and 60 percent spending at least an hour online every day, the Levi’s brand thinks it has a sure hit. Ketchum Communications,San Francisco, handles.
