Levi's 'Unbuttons' Viral Effort

NEW YORK Levi’s wants customers to get in touch with their inner beast.
 
The San Francisco company has launched a new viral effort it hopes will attract young men to pass along videos of customized “beasts” emerging from the button-fly of Levi’s jeans. At Unbuttonyourbeast.com, visitors can choose from nine different animated characters with names like Trout Troutman, Paul the Pincher and Sock Nasty, then customize the beast’s message by calling a toll-free number. The effort, unsurprisingly, is geared to young men just out of college.
 
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