In a reverse marketing strategy, Levis Strauss this week brings its successful Asian denim brand, dENiZEN, to North America, just as it exports its US marketing campaign internationally.

The dENiZEN jeans are now exclusively available at Target, with an all-American marketing push and special offer: like the brand's dENiZEN US Facebook page and become eligible to win a reward ranging from a $3 rebate on the purchase of a pair of the jeans, a free Target gift card, or a free pair of dENiZEN jeans.Continue reading...

Cool crowd-driven campaigns are catching on everywhere. Case in point: Vodafone’s partner in Slovenia, Si.mobil, hopes to make its message stick with the recent rebranding of its youth-oriented mobile service provider Orto. The “Live Your Way” campaign features a new medium of youth self-expression: using colored tape to create public art, which the company calls “sticky art.”

Street artists were encouraged to use Orto’s billboards as blank canvases, as well as to create art in public spaces. While most of the works are bright abstracts, one sly piece portrays a dog urinating onto the street with a yellow lake spreading around it. Hey, sometimes you have to take the good, the bad, and the urine when you crowdsource your outdoor spend.

The campaign follows the crowdsourcing trend by getting consumers to create the advertising as well as aligning the brand with underground street art and breaking conventional rules – in hopes of polishing the Orto star among its youthful target.Continue reading...