Extend reach of Levi’s to students
Create positive word-of-mouth within 18 - 24 year olds
Levi’s Ones to Watch (LOTW) with the Barfly
Series of gigs throughout the year
Leveraged across all Levi’s stores and campus-based promotion
National press and online support
Branding opportunities maximised in venue
Monthly column in Barfly Magazine and NME
Featured artists included The Mystery Jets, Fratellis,
The View, Kasabian, Mylo
Over 4,000 opinion formers attending/year
£4.5 million of PR reach (2006/7)
