The Levi’s Curve ID College Tour is heading around the US at the moment encouraging female students to be fitted for jeans in an open-sided tent in front of their peers. Hair and makeover touch-ups from a professional make-up artist and a photo by a fashion photographer help incentivise participation, along with $10,000 for either an arts, academic or athletics group at the campus with the best turnout from each of five pairs of campuses chosen based on traditional rivalries. They’ve been averaging 325 fittings per campus, it would be interesting to see if kiwi students would be so keen to put their butt centre stage or if any local marketers would stump up this sort of investment to generate those numbers…

More details here at Promo Magazine and pics here on the Levi’s blog.