The latest campaign by Levi’s Australia and Host surely got people  talking  about jeans. Their aim was to reconnect Levi’s with the youth market and looking at it, they clearly understand the importance social networks are playing in the lives of these consumers.

They announced  a cool competition called iSpyLevis on their website: a game where hundreds of pairs of Levi’s were released on the streets, worn by tweeting Levi’s representatives. To get a chance of winning a free pair, all one had to do was  follow the clues given on Twitter to locate the wearer and ask “Are those Levi’s?”  The best part of it: if they got it right, the tracked down person dropped their pants and handed them over on the spot.  A rather different way to get people wearing jeans again…