Booty Points
Social Media Game Concept | Purchased by Levi Strauss & Co.
We're on a busy sidewalk, maybe it's lunch hour, downtown in a bustling, American city. An 18 - 24yo woman, we'll call her LEAD. She’s trendy, effortlessly cool, and who looks awesome in her jeans, is strutting her stuff, looking back over her shoulder. She smiles when she notices she is "on". The view shimmies, under the influence of a following girlfriend, we'll call her CAM. Tell-tale CLACKS and BUFFETS imply the camera is handheld.
They're playing a game.
LEAD is rocking her jeans. She carries on down the sidewalk. Occasionally, she looks back; judges her distance, acts sultry, animated. Sticks out her tongue. Playful. She's having fun. She's says, "Let's do this," or something like, "Are you ready?" CAM follows, films. A playful zoom in on the booty and back out. She giggles O.S. Maybe says, "Niiice." CAM adds, "See how many you can get." They carry on. LEAD walks. CAM follows. Wait...
A single man approaches, just walking along, opposite them. CAM catches him with a zoom and then back to LEAD. LEAD glances back, "Here comes one." LEAD turns it on. Confident. Hot. Yet, never engaging the man in any way. Just simply looking good in her jeans. The man passes. CAM pans back to capture the man walking away. Oh! He turns and admires the "fit". Busted. CAM pivots around to LEAD, who's looking back, curious. CAM shares, "He did it. That's 5 points, girl." They share a laugh.
The game continues.
A married man, strapped with wife and kids, sneaks a guilty turnabout. 10 points! Three construction workers. 0 points - they always turn. A police officer, mid-citation. 25 points! A gaggle of nuns. Ohhh! 100 points x 3!
You get the point (pun intended).
Basically, targeted Levi's women start a cultural phenomenon, something social, something internet video, something women could actually start doing, playing, and virally compete at, based on looking good in perfect fitting jeans. It's a positive message about body confidence and brand confidence - the little red tab would play its part center stage.
How many points can you get? Post your vids on Levis.com.
