Levi's today launched the first social networking and public chat-branded virtual world in Hong Kong and China, aimed at the 15- to 24-year-old internet savvy audience.

The company hopes to reinforce its unique brand experience by engaging this audience and providing ways for youths to connect with each other and to the Levi's brand and jeans collection, ultimately driving members to real-world Levi's stores.

Members of the virtual world can create their own avatar and customize their personal look, including gender, body shape, head, hair color, skin tone and Levi's wardrobe and accessories. They can play games, chat with each other, invite their buddies, try to buy the latest Levi's collections, and participate in a host of daily online events including DJ music nights, singles nights and celebrity chats. They can earn and spend virtual money in both the virtual world and in real-world stores, where limited edition items can be redeemed.

In Hong Kong, the site will go live with an online "red carpet" launch party. To create buzz, four days prior to the launch, a series of in-store communications, print ads, online banners and animated YouTube videos invited people to register to a special Levi's party for which no details were provided apart from the launch date. Within 48 hours, more than 5,800 people sent RSVPs to the event.

At the virtual "red carpet" event, audiences will be able to meet celebrities, create and customize their own online characters, and engage with each other through public and private chats and ongoing virtual events. 

TEQUILA\ Hong Kong in conjunction with OMD developed the Levi's Virtual World strategy.