Levi’s has found a new way to wash jeans. No, it’s not related to the “Care to Air” green project focused on finding sustainable methods of making denim pants clean—this time it’s all about music. Levi’s is inviting its loyal consumers in to wash their favourite jeans to one of the popular tunes in its Soundwash project.

The multi-platform campaign, devised by TBWA\Tequila Hong Kong and Levi’s Hong Kong, is aimed at promoting the brand’s Square Cut collection of five new designs of jeans. For spreading the word about the new line, the red label released special limited edition packaging and gift accessories, opened a special Soundwash Laundry pop-up store in Tsim Sha Tsui, released its iPhone game app and launched a nice ‘digital laundry’ website.

This summer, consumers are encouraged to go to the iTunes store and download the free branded app, then pick their favorite Sound Washing Formula, upload their photo, and start the game by tossing and shaking the device. The goal is to wash as many jeans as possible within 30 seconds for a chance to win prizes—each week, the user with the best results is given a pair of Levi’s Square Cut jeans.

Those, who live in Hong Kong or are going make a trip to this country soon, are encouraged to come and visit the Levice laundry shop in Tsim Sha Tsui to ‘soundwash’ the jeans at the dedicated spot. The consumers also can participate in drawings to win special Levi’s Soundwash candies (in the packs that look more like detergent ones).

The campaign, which will be running through the end of August, in its first 4 days attracted 10,000 visitors to the store and is continuing to win the hearts of youth all around the globe. To engage the consumers online, the brand also released a funny viral video featuring music band “Mr” from Hong Kong, which can be watched on the campaign’s website. Soundwash banners also came to most popular networking hubs and portals including Yahoo!.

Watch the video about how the viral spot was made.