Lee Jeans Gold 120

In 2009, many Chinese didn’t know Lee Jeans’ history, some even thought it’s a local brand. To celebrate its 120th anniversary and heritage, we made 120 pairs of limited edition jeans with gold buttons that can be only won through a 120 hour game. For five days around the clock we drove participants through a frenzy to get to know Lee. Each hour we released 3 snippets of Lee’s history on the campaign site, the first user who found the right question online, instore and over the streets of Shanghai in midnight, won a pair of the precious gold jeans. 
The most dedicated player blogged about staying up 2 days and 2 nights for the game.