According to Womnibus Weekly #2.09, Levi's jeans has begun a viral marketing campaign in which customers are encouraged to make their own customized advertisements by adding their own photos and text to a commercial on Levi's web site. This campaign, created by Personiva, has been done before with other companies, but the unique part of this one is that the customer is encouraged to email their customized ad to their friends. As an incentive for doing this, the customer is given free shipping on any purchase of $75 or more at Levi's e-commerce site, when their ad is viewed by three or more people.
This sounds like a great idea to me. Letting individuals add their own creativity to an ad is a way of getting the public involved, but adding the incentive to share their creation and the product sounds like marketing at its easiest. More companies should jump on this idea, I think.