Levis launch branded channel on YouTube

From NMA:

Fashion brand Levi’s has launched a branded channel on video sharing site YouTube.
The channel (youtube.com/onestowatch) features exclusive gig material from Levi’s One To Watch Tour 2006, which aims to showcase new and emerging bands. The first bands to feature on the channel include The Fratellis, The View and Forward Russia.
Levi’s is promoting the channel through online advertising. Banner ads have gone live on YouTube and music sites including drownedinsound.com and playlouder.com.
The channel launched this week and further footage of Levi’s-sponsored bands will be added following future gigs.
Levi’s One To Watch programme has been running for three years and aims to promote 180 bands a year. Acts supported by Levi’s in the past include Bloc Party, Hard-Fi, The Kaiser Chiefs and The Bravery.

Let’s see how it works out shall we?

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Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

2 thoughts on “Levis launch branded channel on YouTube

  1. Just a smidgen. 🙂

    I just think its a bit like old-school trying to use traditional media tricks in user generated channels. Now if they had some hip young thangs hosting it – real ones, none of that Trixie/Yahoo or fake LonelyGirls, and really really stayed on top of the fast changing youth sector, *shrugs* then sure, it might work. Then again, why not simply take the top 100 videos on YouTube – including tacky Star Wars Kid style ones – and offer ’em a 1000 bucks to add a “brought to you by Levis” to it? A la WhereTheHellIsMatt chewing gum sponsors. And user generated ads – expo.tv will win out over YouTube for that niche. BTW is YouTube collecting enough demographic info from the profiles, dya think?

    Now that we own the content AND the distribution channels, passive advertising – yes, banners as well – won’t work. Only clever ads and campaigns will survive. At least the ads will get smarter, tho the crap on tv will prolly stay the same. *grumbles*

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