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NEW YORK Levi’s is launching a viral campaign starring … you.
Using imaging technology created by Personiva in San Francisco, users can upload their headshots and then receive a copy of a Levi’s commercial featuring themselves in the lead role of a daring jeans thief.
The interactive effort plays off a popular TV spot, “News Story,” that broke nationwide in July [Adweek Online, July 5].
Levi’s foray into interactive brand building is designed to boost overall impressions via e-mail, instant messages, blogs and video sites, as users share their personalized commercials.
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