Levis Jeans boosted sales at Sears stores by teaming up with the Vans Warped Tour for a promotion that played on young adults love of music and fashion.
Shoppers who spent $34.99 or more on Levi’s at Sears in-store or online received 10 free downloads from bands featured on the touring music and extreme sports festival. People also received a free ringtone from their favorite band from partner Mango Mobile.
The result was a 13% increase in sales during the two-week promotion, Matt Morano, vice president, account director for The Marketing Store, the agency that handled the promotion, said yesterday at Promo Live.
One of the challenges was to transform the brand’s image from “your dad’s jeans” to a must-have item for tweens, teens and young adults. And the messaging had to hit the target. “It’s not about what you wear, it’s about who you wear,” Morano said.
Levi’s leveraged the tour in part because of its wide appeal to its target audience.
“It’s about knowing your consumer and knowing your brand,” Morano said.
In-store signage, e-mail blasts, P-O-P, and online marketing supported the campaign.
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