CASE STUDY:

Overview - Levis have been a key partner of Mama for over 6 years where we have booked, promoted and delivered all LevisOnestoWatch activity across venues and festivals.

LOTW shows - Over the past 6 years Mama has booked, promoted and delivered literally hundreds of branded shows, over the past 2 years this has included the high profile “5 night revue” events which has included the likes of The Foals, Temper Trap, Friendly Fires (on the roof of Shoreditch House) and Marina & The Diamonds.

Amplification - MMS utilised all relevant the MAMA Group assets to help promote the activity. Marketing support included takeovers of the London Gig Guide, LOTW dedicated 4 page section in each issue of The Fly Magazine, gig listings on all relevant Mama sites, solus emails to relevant venue databases, artist site promotions, tactical street teams, poster sites around relevant venues - all leading to LevisOnesToWatch site for details and white label ticketing site (powered by ticketmaster).

The Great Escape - Levis have been a secondary partner of TGE since launch, promoting the LevisOnesToWatch music platform. The partnership includes a venue sponsorship of Audio on Brighton Seafront where they host 3 days of TGE music programming. The activity buzzes 24/7 and includes LOTW happy hours, barbecues, DJ sets and product seeding with artists. Levi’s also host a very special secret gig. The hottest artist for that year performs their secret show. These shows are announced by text to the festival attendees - get tickets by visiting the Levi’s Brighton store (watch TGE punters dash through the streets to the store!). Artists have included Babyshambles (featured in The Independent), Futureheads, We Are Scientists to name a few.

Lovebox - 2009 Levis set up a backstage pop-up store and fitted all key artists with jeans.