Denim brand Lee Cooper RDLC has produced a video-campaign starring the British band The Paddingtons for its S/S 10 collection. The viral campaign offers bloggers the possibility to add content to their pages after which Lee Cooper will further promote their blogs through Internet portals such as Twitter and Facebook. The campaign gives the brand the chance to engage with the brand's fans and beyond with denim and music lovers through MySpace and other video-hosting websites. Consumers are also allowed to directly interact with the brand and comment on the new video. Lee Cooper was founded by Morris Cooper in 1908 and bills itself as “The Fine English Denim Company Since 1908.” Lee Cooper Limited is a designer, distributor and marketer of branded jeans, clothing, accessories and footwear.

—Helena Sauer.