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Levi's plans to engage with 49ers fans at the team's new home, Levi's Stadium in Santa Clara, California, during the NFL season. With a focus on engagement, Levi's has developed a series of activations to expose its brand to new audiences in nontraditional ways – inside and outside of the stadium.
Mobile App - A Levi's specific application that allows fans to order Levi's products from the comfort of their seat during games.
49ers Museum - A dedicated Levi's exhibit within the Levi's Stadium 49ers museum will highlight the evolution of the brand alongside the 49ers organization over the years and include interactive fan experience to engage with the brand and the stadium in innovative ways.
The Levi's 501 Club - A 23,000-square-foot loft space that sits just above the stadium's biggest craft beer bar, and features historical product displays that embody the authenticity of the brand.
The most exciting social integration is the partnership with the FortyViners. The Levi's brand will be partnering with the FortyViners to create Vine videos showcasing fan style and reinforcing the surprise and delight of 'wear Levi's and good things happen' ethos in and outside of the stadium.
The FortyViners is a program that captures Levi's Stadium activity and fandom in six-second Vine format. Vines will be showcased both on the Stadium jumbo-tron as well as amplified externally via the Vine and Twitter social platforms. Here's a Levi's example: https://vine.co/v/M3nK7OXKYeA
The Levi's 49ers Collection includes the Denim Varsity Trucker Jacket, a creative take on the vintage 49ers gold satin jackets that fans know and love, along with Twill Trucker Jackets and Stadium Tees.
Surprise and Delight:
Levi's wants fans to know that good things happen when they wear their Levi's. Throughout the season, Levi's will surprise fans with small gifts (tickets to upcoming games, field access passes, 501 club upgrades) to reward them for living in their Levi's.