“Threads of Rock” is a social-digital campaign to launch the 505C. Fans land on a mobile optimised web application to pick a vinyl card that will showcase a product attribute and unveil a hidden perk. They can unveil the perk completely by visiting any Levi’s store and entering a unique code that can only be found in-store. Redemptions can also be made immediately. Store managers track and manage visits and redemptions via an administrative console. The campaign drives thousands of physical store visits and redemptions from online traffic.