Aug 18, 2008 6:04 AM, PROMO Xtra, By Amy Johannes

The Levi’s brand is using a little celebrity power and the offer of free music downloads to appeal to consumers under its latest new digital campaign.

The initiative, part of Levi’s “Live Unbuttoned” campaign, lets people “unbutton” artists’ music and download samples of tunes from R&B star Estelle, lyrical wizard Wale and Nikka Costa. The tracks are available for free at levis.com/estelle levis.com/nikka and levis.com/wale. On the individual sites, visitors can also hear each artist’s “revelations” via full motion videos and film content.

Video content from vertical BMX rider and XGames Gold Medalist Jamie Bestwick is available at levis.com/jamie. Content from celebrity blogger and TV personality Perez Hilton will be up in September at levis.com/perez.

“Levi’s has a strong connection to and long history in supporting great music,” Doug Sweeny, director of Levi’s brand marketing, said. “There is something about great jeans and music that just fits. So integrating new, upcoming musicians into the campaign and offering our consumers exclusive musical content was an important part of the inspiration for this initiative.”

Additional content will be added as the site grows, according to Kim Kline, vice president of account management and planning for EVB, the firm handling Levi’s “Unbuttoned” campaign.

The promotion follows the company’s global launch of its “Live Unbuttoned” campaign celebrating Levi's 501 jeans which broke last month. Plans are underway to update the site through next year, and possibly feature new talent, Kline said.

Levi’s has high hopes the music tie-in will encourage people to share the music with friends and give them a new perspective about the brand.

“We want consumers to have fun with this digital experience and to be inspired to embrace and express their own individualities and passions,” Sweeny added. “We also want consumers to engage with Levi's in new and exciting way.”

Levi’s is supporting the “Unbuttoned” digital campaign with print ads also being executed by EVB in Rolling Stone, The Fader, Giant, Dime, Vibe and ESPN magazines. Ave A/Razorfish is handling a rich online media campaign, which launches Aug. 21. EVB and Cornerstone were in charge of artist relations.

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