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| Dear Friend, |
| Welcome to the July issue of Digital Media Marketer, an industry newsletter focusing on technology for marketing professionals brought to you by 21 Communications. We bring you the latest news, views, and cases on wireless & digital marketing. |
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| July 2004 |
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When
Levi’s was gearing up to celebrate
its 150th anniversary, the marketing managers
turned to SMS as a means of interacting
with customers in China.
How was it done? Levi’s printed a
40-page “Levi’s Super Bible
2004” outlining the brand history,
its various product lines including 501
and the new Type 1 jeans, and selections
from the company’s recent China advertising.
In June 50,000 copies of the Levi’s
“Bible” were distributed throughout
China. |
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Are You Type 1? |
| To
focus consumer attention on the new Type 1
jeans, Levi’s incorporated a mobile
quiz managed by 21 Communications. The quiz
asked consumers various questions about the
brand to reinforce its positioning, including:
“Which of these celebrities have worn
Levi’s: a) Marilyn Monroe, b) Marlon
Brando, c) Takuya Kimura, d) Ayumi Hamasaki,
e) all of them.” (the answer is e!)
Every participant who participated in the
SMS quiz had a chance to win Levi’s
new Type 1 jeans and other Levi’s gifts. |
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If you're interested in finding out further information
or would like to hear more about how you can use new technologies
to energize your marketing, then contact 21 Communications
at info@21cms.com |
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