Background
Levi's was losing market share and what better way to capture the youth market (14 to 24 year-old demographic) than by tapping celebrity musicians? Levi's launched a $5M music sponsorship program featuring: Lauryn Hill, Mark McGrath, Goo Goo Dolls, Third Eye Blind, Train, The Costume Institute's Rock Style exhibit at the MET and Rock & Roll Hall of Fame, MTV Video Music Awards "Best New Artist" category.

Objectives
To position the company as an ongoing supporter of new and emerging music through publicity and promotions, including: concert ticket giveaways, limited edition celebrity clothing collections, meet & greets, publicity plugs, product placement, online promotions and in-store appearances.

Results
Harper's Bazaar, Vogue, In-Style, Allure, Glamour, Rolling Stone, Spin, US Weekly, Lucky, MTV, VH1, New York Times, USA Today, San Francisco Chronicle, NY Post, New York Daily News, New York Times...

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