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Levi’s is to launch a global casting call for its 2012 brand campaign using photo-sharing app Instagram.

The brand is testing out crowdsourcing via the app, which now has 15m users and recently saw US President Barack Obama sign up.

Levi’s is asking both men and women to upload images of themselves onto Instagram and tag them with #iamlevis.

The chosen few will then feature in a campaign that spans broadcast and print, to go live in September.

Exactly how the winners will be picked isn't yet clear, though Levi's may also open this up to a public vote.

This isn’t Levi's first venture with Instagram. Last February, Levi’s Brazil opened its regional profile, and used it to post photos of the company's new collection.

Only 127 people participated and followed at the time (the company's global profile only has 645 followers), but as we all know, this represents the tech-savvy fans most likely to foster conversation about the brand online.

Now, with Instagram getting covered by the likes of the Mail Online, it’s becoming better known. Creating a profile alone is no longer innovative, particularly for a fashion brand ever chasing the 'next big thing'.

But applying a tried-and-tested PR tactic like crowdsourcing to a ‘new’ network like Instgram adds a different dimension to things, and allows Levi's to leverage its increasing popularity in the process.

Vikki Chowney

Published 9 January, 2012 by Vikki Chowney

Vikki is head of community at TMW. You can follow her on Twitter or Google+

249 more posts from this author

Comments (6)

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beckey holmes

i am loal model for windsor ontario canada, and wondering how to i apply for this amazing chance?

almost 5 years ago

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beckey holmes

Local*

almost 5 years ago

Vikki Chowney

Vikki Chowney, Head of Social at TMW

Hi Beckey.

You need to download the Instagram app, register for an account, then post a photo of yourself with the #iamevis.

All explained in the post above.

VC

almost 5 years ago

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beckeyholmes

YES I UNDERSTAND THAT PART, HOWEVER FOR A PHONE? like app for that? i have an android and i dont think there is a correct one that shows up?! or this for website then can download? sorry to bother but i would like to do this

almost 5 years ago

Matt Owen

Matt Owen, Head of Social at Econsultancy

Hi Beckey, Unfortunately Instagram isn't available for Android phones just yet (the company are working on it:http://cnet.co/tpCK3p), so until then you may have to find a friend with an iPhone to submit a picture for you.

almost 5 years ago

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Mr. So and So

I think the first commenter sums up the fail.

She is eager to participate, yet is being hindered by the 'wrong' technology. Isn't the point of tech to make things more accessible?

While the campaign is #fun and #social and #trending, it fails to be inclusive. We've come a long way from texting a number to win, but imagine you had to have IE to view this site.

What's wrong with plain ol' MMS?

almost 5 years ago

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