As the summer arrives, Levi’s is reviving the American Open Air Movie tradition by sponsoring an initiative with Alamo to screen nine iconic films – in a location where a key scene was actually shot.
Under the umbrella of the ‘We are all workers’ idea, the US jeans giant collaborates with Texas based cinema chain Alamo Drafthouse with this new Rolling Roadshow GPS-led cinema screening hunt.
Using a GPS App on the Gowalla mobile social network, the Roadshow is basically a clue-based treasure hunt for real life locations of memorable scenes from classic films. Spanning nine US cities, a screening will take place of the film in its original location.
The GPS hunt offers clues for players as to the film and scene in question and offers points with a ‘check-in’ system and the first 50 players to complete each puzzle will get a VIP trip to the screening.
The programme stretches from Rocky locations in Philadelphia such as the famous steps up to the Museum Of Art to the Joliet Prison scene in Illinois from The Blues Brothers. Fans of Clint Eastwood can gain points by finding the Los Angeles locations used as Dirty Harry tracks down the Scorpio killer, while in New York Godfather film lovers can rack up points at check-in locations such as Vito Corleone’s favourite Cafe Reggio.
Participants can enter the initiative either via Levi’s Facebook page or through Gowlla’s brand feed and the scheme is being promoted across a number of digital platforms. The campaign also utilises a beautifully designed set of highly stylised film posters for each event.
Comment:
An interesting, clever location based initiative that connects nationwide – but why Gowalla and why just a VIP film ticket rather than a more compelling and attractive prize?
The brand says it will also arrange a number of related events at each of the locations to celebrate the Levi’s dedication to common people, but quite how this programme will fit in with the ‘We are all workers’ idea is a bit of a mystery.
Links:
http://explore.levi.com/news/rolling-roadshows/
http://drafthouse.com/texasfilms
http://blog.gowalla.com/post/977718960/hit-the-road-with-levis-alamo-drafthouse-and-gowalla
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