Levi’s at Fleet Week

Every October, during Fleet Week in San Francisco, the Blue Angels buzz the City and bay, attracting over a million visitors for a thrilling show. Levi Strauss & Co., headquartered within walking distance of the action, wanted to ensure these visitors were aware of the new store at Levi’s Plaza.

Most Fleet Week visitors walk, ride or drive along The Embarcadero, which creates tremendous opportunities for pedicab operators and advertisers. Levi’s knew our pedicabs were the perfect platform to get their message delivered to this huge audience. But Levi’s wanted to go beyond passive outdoor media.

Levi’s knew pedicabs were interactive and fun, and a great way to demonstrate one of their most recent new product lines, the Commuter Line, which features clothing designed for cyclists. Cabrio Taxi drivers were outfitted in Levi’s new line of Commuter jeans and each pedicab was branded with Levi’s 2012 Go Forth™ Global Marketing Campaign.

Measuring Success

Our pedicabs are also equipped with a collateral distribution display that faces our passengers during rides.  Levi’s provided post card advertisements that could also be redeemed at local Levi’s Stores for a discount. These cards were trackable to the pedicab campaign, so Levi’s could directly measure the success of the campaign.


SF Giants Post-Season & World Series 2012

With the SF Giants progressing through the post-season toward their 2012 World Series victory, Levi’s wanted to give back to the fans for a tremendous year and say thank you to the community. Cabrio Taxi pedicabs were already branded with the Levi’s 2012 Go Forth™ Global Marketing Campaign from the Fleet Week campaign, so it was the perfect opportunity to expand the activation to include free rides to the World Series games at AT&T Park.

Outfitted in Commuter jeans and t-shirts from Levi’s, and sharing Levi’s Go Forth™ message, more than 25 Cabrio drivers spanned the area around AT&T Park on game days offering free rides to fans courtesy of Levi’s. Levi’s 2012 Go Forth™ Global Marketing Campaign is redefining how business relates to its customers through social media, which was extended into the free pedicab ride activation.  Drivers encouraged passengers with twitter accounts to use the #goforth hashtag. Free pairs of jeans were awarded to passengers who broadcast the best tweets.

Cabrio went on to work with Levi’s in the 2012 World Series Parade, providing the Levi’s team with a pedal-powered caravan to deliver its message to parade goers and was featured on local TV news and on many influential social media channels.  Two lucky posters from the #goforth campaign were also invited to ride in pedicabs during the parade.  It was an amazing experience that those Giants fans will never forget.

Learn More
Client: Levi’s
Campaign: Go Forth™ Free Ride Campaign
More Info: Go Forth Global Marketing Campaign
Contact: geoff@cabriotaxi.com