Levi's has teamed up with the technology company Personiva to develop an online campaign where viewers become the actors. The website is part of a larger, integrated campaign that launched in July with the TV commercial "News Spot."
 
The campaign invites audiences to upload images of themselves to the website; they then become the protagonists of the online ad. Levi's developed the campaign with the intention of reaching a younger audience, and of promoting a viral response. Levi's has also provided a monetary incentive; those who upload their photo and get three people to watch the ad get free shipping on purchases of more than $75.

Personiva CEO Yogesh Sharma said of the strategy, "Encouraging brand evangelists to share automatically customized branded entertainment through personal networks absolutely capitalizes on the Andy Warhol notion of 15 minutes of fame."