HONG KONG (AdAgeChina.com) — Levi Strauss & Co. is catering to a desire for self-expression among Chinese youth aged 18-24 with an interactive video campaign, “We Rule The Night,” promoting its After Dark Collection.
–> The videos use real characters and offer multiple storylines, such as going to the beach, a nightclub, or staying in.
Each option the user selects leads them further into the narrative, creating a tailored interactive video experience and allowing the user to select the outcome of the story, creating their own nighttime adventure.
Each of the five destinations offers five plot twists, so 25 different stories can be created.
The videos will run on the social media platforms YouTube in Hong Kong (in Cantonese) and on Chinese online-video site Tudou.com in China (in Mandarin), driving users to www.levis-werulethenight.com.hk and levis.tudou.com, respectively. The content on both sites is the same, but the functionality is slightly different in China as Tudou.com allows more interactivity than YouTube.
The campaign originated as an off-shoot of Levi’s global “After Dark” campaign by Bartle Bogle Hegarty but the interactive video campaign was developed by TBWA Group and its Tequila division, Levi’s agency-of-record in Hong Kong, and videos were created solely for use in Hong Kong and China. Media planning and buying was handled by OMD.