She Likes, He Likes

Levi’s really likes Facebook’s new “Like” button. In fact, the San Francisco denim king likes the new FB functionality so much, it decided to place “Like” buttons throughout its new online “Friends Store.”
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According to Clickz, Levi’s has placed a Like button next to every SKU in their “Friends Store” so you can tell yourself and all your Facebook friends which Levi’s style you like best.
Megan O’Connor, director of digital and social marketing at Levi’s says, “We really wanted to put [the Like button] as high up in the shopping path as possible. We feel like it’s going to revolutionize the way people shop for jeans online. Everything from knowing other users’ expressed preferences, to our brand ambassadors telling their friends through the Like functionality that these are their favorite jeans.”
Naturally, I had to see this “Friends Store” for myself, so I went over there and liked me some 569s. Now, all my friends on Facebook know I like a jean that’s cut a bit wider in the seat and thigh. Help me out here. Why on earth would I want to share this information?
Here’s my real concern. In Levi’s quest to be cool (and relevant to today’s social media addicts) they are stripping away one of the key elements that makes a person cool–mystery. When you know exactly what the cool dude’s wearing, well then, he’s not quite as cool as he might otherwise have been. Is he?
A note on functionality: the “Friends Store” showcases what people are liking and the comments they’re publishing to FB. But the updates to this stream are not happening in real time. I have to believe there’s some kind of editing going on, in order to keep profanity and other tarnish off the site.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.