For Levi’s jeans – Culture-Centric Content proved instrumental at Driving Latino Engagement.

The 10-episode reality TV series, “Norte a Sur: Una Ruta 5 Experiencias,” which aired on Discovery en Español last fall, aimed at elevating Levi’s® Work Wear line’s pioneer spirit of ‘Go Forth’ through the lens of Hispanic youth. The TV Series chronicled the journey of five, young American Latinos along the Pan-American Highway in which the travelers visited 10 cities and engaged in the real work of communities, meeting with local pioneers who provided inspiration and challenges to enable the cast to explore their Latino heritage, while leaving a positive mark in the towns they visited.

Social Media elements featuring the show and cast members’ Facebook pages and a fully interactive, aggregator website http://www.norteasur5enruta.com enabled dialogue with this elusive target throughout and post production. The site housed episodes, traveler modals, real-time pictures and videos from the trip, contests and a style guide.

“Supporting the pioneering spirit of the journey allowed the Levi’s® brand message of ‘Go Forth’ to come to life,” said Diane Jones Lowrey, Levi’s® Director of Operations and Diversity Marketing. “With ‘Norte a Sur,’ we turned TV content into something tangible by enabling individuals who are paving the way for a better tomorrow to positively impact communities across the Americas.”