Levi's Summer Hotline Telephone Booths Hand Out Prizes for Stunts

By: Katherine Vong - Published: Aug 10, 2012 • References: adsoftheworld & psfk
Shoppers in Hong Kong got a fun and interactive experience with the Levi's brand this summer through Levi's Summer Hotline telephone booths. The denim brand, working with creative agency TBWA, placed bright red telephone booths in malls and shopping areas around Hong Kong that offered prizes to users who answered questions and performed stunts.

Targeted to Hong Kong's youths, the booths were connected, via video, to two popular local radio hosts, who instructed users to answer questions and do stunts -- for example, kiss the other person -- in return for prizes. After the users completed their respective stunts, they received a print-out voucher from the booth that could be redeemed for Levi's products at nearby stores. According to PSFK, the Levi's Summer Hotline increased Levi's sales by 30 percent and it had more than 500,000 people enter the booths over a span of three days. Stats for Rewarding Phone Booth Challenges Trending: Older & Average
Research: 1,440 clicks in 197 w
Interest: > 3 minutes
Concept: Levi's Summer Hotline
Related: 90 examples / 69 photos
Segment: Neutral, 12-35
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