Levi's®, A Client of Digital Marketing Company Avenue A / Razorfish, to Discuss Levi's® Digital Strategy, Online Communities and Engagement Metrics

Business Wire, April 8, 2008

April 8, Hyatt Regency Century Plaza, Los Angeles

Avenue A | Razorfish:

Who: Patrice Varni, vice president of Levi.com, and Mary Beth Kemp, principal analyst of Forrester Research, will discuss the Levi's[R] Engagement Metrics Case Study at the Forrester Marketing Forum.

What: Levi's[R] Project 501[R] Design Challenge combined user-generated product design, online community, direct marketing and a popular TV show and ad to yield a highly successful design campaign. Viewers of Project Runway in late January learned how they could submit entries into the five-week challenge -- conceptualized, designed and executed online by Avenue A | Razorfish. In March, Levi's announced the winning design, which Levi's[R] will manufacture and sell on levi.com later this year.

At the Forrester Marketing Forum, Varni will discuss the campaign and success metrics:

* More than 2,000 fans of the Levi's brand submitted designs, which were posted on levi.com.

* Nearly 19,000 people wrote more than 18,000 comments and wrote 50,000 ratings of the submitted designs, reflecting the popularity of the community that Levi's has built quickly with Avenue A | Razorfish. Levi's[R] enjoyed a wildly successful 45% opt-in rate for the Project 501[R] Design Challenge email campaign. And, 38% of Project 501[R] Design Challenge registrants agreed to receive information about Levi's[R] promotions after the challenge's conclusion.

Varni and Kemp will also answer questions such as:

* What does engagement mean for Levi's[R] and what can other brands learn from Project 501[R] Design Challenge?

* How has Levi's[R] measured consumer engagement?

* How has Levi's[R] linked engagement to business results?

When/Where: April 8, 3:40-4:20 p.m. Constellation I, Hyatt Regency Century Plaza, Los Angeles

How: For interviews with Patrice Varni or Rob Toledo, client partner at Avenue A | Razorfish, please contact Sally O'Dowd at sally.odowd@avenuea-razorfish.com. Direct: 312-696-5068. Mobile: 773-458-3740

Helpful Links:

Levi's[R] Project 501[R]Design Challenge blog post http://www.superhypeblog.com/2008/02/18/listening-through-communities/

Levi's[R] website, designed by Avenue A | Razor Fish, and winning entry http://www.us.levi.com/ProjectRunway/home.jsp?view=content

Forrester Marketing Forum website http://www.forrester.com/marketingforum2008