Alpha PRoductions teamed up with Grow Marketing to work on a public relations campaign for Levi’s “Mirror, Mirror… What’s My Curve ID?” Team members served as brand ambassadors for the Levi’s Mirror, Mirror Studio Competition.
The Levi’s Mirror, Mirror Studio Competition was the final stop of the U.S. College Tour to promote the Levi’s Curve ID line of women’s jeans. The competition sought to have as many women as possible try on a pair of Levi’s Curve ID jeans in an eight-hour time period. The winner – UF was pitted against Florida State University – would win a $10,000 grant for the university. Women who tried on jeans voted on where the $10,000 grant would go: women’s athletics, women’s arts or women’s academics.
Alpha PRoductions’ goal was to promote the Levi’s Curve ID line to college women and, of course, beat our rivals – the Seminoles.
Strategies and Tactics
Guerrilla marketing and connections to sororities were primarily used to reach our goal. The event was announce at sorority houses (with cupcakes!), posters were placed throughout campus and fliers were handed out the interested students. All the while, the team wore branded T-shirts and their own pairs of Levi’s Curve ID jeans.
On Oct. 25, 2011, competition attendees experienced three dressing rooms, a section for refreshments, a complete makeover with hair and makeup and a fun photo opportunity in their tried-on Levi’s. The Levi’s tent was set up across the street from Library West and served as a “living billboard” throughout the day. The event lasted from 10 a.m. to 6 p.m. with at least 10 brand ambassadors on site the entire time.
More than 380 students tried on jeans at the October event, but this was not enough to beat the Seminoles, who had 517 women try on jeans.
In the end, the university was awarded a $2,500 grant toward women’s academics, which was applied to PRSSA.