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…
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?
Technorati Tags: Online Communtities, user generated content, Levis, YouTube
hmmm, that’s not a touch of skepticism I detect is it?
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*