SXSW
Levi’s returned to SXSW for the launch of two major brand partnerships. At a pop-up coined “Levi’s Outpost” we celebrated our partnership with Rolling Stone for their 50th anniversary, and we gave visitors the chance to be among the very first to demo the soon-to-be-launched Levi’s Commuter™ Trucker Jacket powered by Google Jacquard™. By bringing together musicians, journalists, historians, tailors, textile artists, and music educators, we created an 8-day program-packed popular destination at the festival.
Exhibits, workshops, demonstrations, panels, and live performances fueled social engagement beyond Austin and SXSW badgeholders.
Live music performances, panel discussions, and artist workshops drove an ongoing flood of visitors.
An engaging display of Levi's archives representing 50 years of music and style was installed, and the Levi's x Rolling Stone limited edition product was featured in the retail space which also included a special SXSW-themed Levi’s Tailor Shop.
A tech-fueled installation allowed visiters and invited media guests to be among the very first to demo the Levi’s Commuter™ Trucker Jacket powered by Google Jacquard™.
In addition, we had our innovation design lead speak at the conference, driving additional awareness and press coverage for the launch.
Objectives
Introduce the Rolling Stone collaboration, connecting Levi's with music and style
Introduce the new Levi’s Commuter™ Trucker Jacket powered by Google Jacquard™
Be at the center of culture, celebrating the past, present, and future
Drive press coverage
Results
Delivered over 1B impressions or $13M media value
Activation helped drive significant growth of Levi’s Trucker jackets