Your Data For A Song

Levi’s is one of America’s most enduring lifestyle brands. As such, it’s natural thing for the brand to use content to pull you in. In fact, Levi’s Pioneer Sessions, a new showcase of 12 “pioneering artists spanning multiple genres” fits the brand perfectly, like a favorite pair of 501s.

The newly recorded tracks are available for download on the Pioneer Sessions site, but you have to give Levi’s your contact information to receive the free tunes, which makes the campaign a data gathering mission. Not that there’s anything wrong with that. I just like to see things move a bit more freely in a set up like this. For instance, the songs could be truly free to download, but if you choose to also sign up for email marketing, the brand could reward you with a special mailer, like a compilation album with liner notes and additional and/or secret tracks.



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 at Bonehook in Portland, Oregon.