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The “Mirror Mirror… What’s my Curve ID? Studio” was created as a national college campus tour introducing college women to Levi’s Curve ID, a new brand style that focuses on a fit based on shape, not size.

The Studio offered college women trendy hair styling and make up touches, custom Levi’s Curve ID fittings, iPad shopping on, and a photo instantly posted on Facebook in their new Levi’s jeans. The participating colleges competed for $10,000 grant, awarded to the schools with the most completed Levi’s Curve ID experiences — styling + jean fitting + photo in Levi’s posted on Facebook — during each event. In total, $50k was awarded to women-focused academics, arts and athletic departments.

Grow Marketing tapped C3 to serve Executive Producer and transport its ideas from client presentation to the reality of the road.

  • Produced two simultaneous large-scale events per day in five states – based on key college football rivalries:
    • UC San Diego vs. San Diego State
    • Arizona vs. Arizona State
    • Texas A&M vs. Southern Methodist University
    • Florida vs. Florida State
    • UPenn vs. Villanova
  • Communicated effectively with college decision makers, security, marketing departments, sororities and college radio stations to ensure that promotional efforts were well coordinated and effective
  • Activated our network of experts in the concert touring industry:
    • secured the top national touring company to consult and build two identical and intricate sets
    • secured national trucking company to handle transportation and logistics
    • conducted detailed site inspections to prepare touring crews for location variations
  • Recruited, hired and developed an extensive brand training regimen for all event staff: tour managers, production managers, local event managers, brand ambassadors and experiential experts, including hair stylists, makeup artists and DJs
  • Collaborated with Levi’s stylists onsite to achieve best look for all participants
  • Created and implemented a national street team and identified local influencers to promote The Studio and opportunity to win the grant funding

Over 3,500 women went through the Studio and tried on jeans

Over 100,000 impressions from Street Teams on each campus

Over 12M impressions via the Mirror Mirror branded trucks and Studio branding on campus