[Insert quote here]
Jevon Blijd
Owner
[Insert quote here]
Jevon Blijd
Owner
Levi’s Red Tab | Amsterdam Music Experience
A VIP loyalty experience built for music lovers.
As part of Levi’s ongoing loyalty activations, we launched a cross-market campaign offering Red Tab members (and those who wanted to be) the chance to win a curated VIP weekend during the Amsterdam Music Experience. The campaign ran across Germany, the Netherlands and Belgium, and included paid media, app, email and Levi.com activation.
Objectives:
Grow Red Tab membership across key European markets
Reactivate existing members with high cultural affinity
Strengthen Levi’s position as a lifestyle brand rooted in music and experience
Impact:
Red Tab signups increased by over 20% during the campaign
Engagement among existing members was up more than 30%
Email and app performance exceeded benchmarks across all three markets
Winners received a premium 3-day experience filled with music, fashion and nightlife — staying at top hotels, enjoying private dinners, exclusive club access, and a Levi’s styling session.
Levi’s Red Tab | Amsterdam Music Experience
A VIP loyalty experience built for music lovers.
As part of Levi’s ongoing loyalty activations, we launched a cross-market campaign offering Red Tab members (and those who wanted to be) the chance to win a curated VIP weekend during the Amsterdam Music Experience. The campaign ran across Germany, the Netherlands and Belgium, and included paid media, app, email and Levi.com activation.
Objectives:
Grow Red Tab membership across key European markets
Reactivate existing members with high cultural affinity
Strengthen Levi’s position as a lifestyle brand rooted in music and experience
Impact:
Red Tab signups increased by over 20% during the campaign
Engagement among existing members was up more than 30%
Email and app performance exceeded benchmarks across all three markets
Winners received a premium 3-day experience filled with music, fashion and nightlife — staying at top hotels, enjoying private dinners, exclusive club access, and a Levi’s styling session.
Phase 1: Digital Campaign – Raffle & Media Activation
Running from September 17 to 29, the campaign invited users to become (or stay) a Red Tab member for a chance to win the ultimate Amsterdam experience. The media mix included:
Paid media (NL/DE/BE) — static & video creatives
Newsletter drops to over 1 million Red Tab members
Push notifications via the Levi’s app
A custom campaign landing page on Levi.com
Key Takeaway:
The campaign’s promise of a once-in-a-lifetime weekend resonated deeply with Red Tab’s core audience — not just driving new signups, but also reactivating dormant members through lifestyle-led storytelling.
Phase 1: Digital Campaign – Raffle & Media Activation
Running from September 17 to 29, the campaign invited users to become (or stay) a Red Tab member for a chance to win the ultimate Amsterdam experience. The media mix included:
Paid media (NL/DE/BE) — static & video creatives
Newsletter drops to over 1 million Red Tab members
Push notifications via the Levi’s app
A custom campaign landing page on Levi.com
Key Takeaway:
The campaign’s promise of a once-in-a-lifetime weekend resonated deeply with Red Tab’s core audience — not just driving new signups, but also reactivating dormant members through lifestyle-led storytelling.
Phase 2: The Experience – Red Tab in Amsterdam
Winners and their guests were treated to a full cultural experience across three days, fully curated by Levi’s.
What we delivered
5-star hotel stay at Art’otel
Private dining at Amsterdam hotspots
Levi’s styling session with exclusive product
VIP club tour through the city’s best nightlife events
Key Takeaway:
By blending premium hospitality, nightlife and Levi’s brand DNA, the experience built meaningful loyalty — not through discounts, but through cultural capital and unforgettable memories.
Phase 2: The Experience – Red Tab in Amsterdam
Winners and their guests were treated to a full cultural experience across three days, fully curated by Levi’s.
What we delivered
5-star hotel stay at Art’otel
Private dining at Amsterdam hotspots
Levi’s styling session with exclusive product
VIP club tour through the city’s best nightlife events
Key Takeaway:
By blending premium hospitality, nightlife and Levi’s brand DNA, the experience built meaningful loyalty — not through discounts, but through cultural capital and unforgettable memories.
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