Times Square Flagship Launch
In the heart of Times Square and registering 17,000 square feet of selling space, this beacon for the Levi's brand needed to be launched in the most impactful way. Activation included a star-studded launch event that drove significant publicity, a custom ad campaign to announce the store opening, a year-long Extra TV residency inside the store to drive mass awareness and bring continual energy to the location, artist collaborations, and more.
Highlights
Event Details:
2 stages, 7 performances, 3 bars, & 6 food experiences (including Milk Bar, Katz’s Deli and Lombardi’s Pizza)
Custom Levi’s mobile vinyl lab including exclusive 7” vinyl
Artist product collaborations with Futura, 13th Witness and Happy Noise
VIP space and a full “secret speakeasy” bar, w/ special appearances from Hailey Baldwin, Lauryn Hill, Joey Badass, Julian Casablancas, De La Soul, Raekwon, Nile Rodgers + Chic, Q-Tip, Dylan Sprouse, Christie Brinkley, and more
Additional Activation:
A year-long Extra TV residency inside the store to drive mass awareness and bring continual energy to the location
Custom advertising campaign for NYC market to announce the store opening
Times Square digital screen takeover the week of opening
In addition to influencers, hosted executive team and key financial institutions to build hype around brand pre-IPO
Objectives
Announce the new flagship in bold way, driving awareness, buzz, and traffic
Results
Times Square launch activation generated 500M media impressions and $11M media value
Created an "only Levi's could do that" launch moment for 400+ guests