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Banner ads on Hotmail will target 15 to 24-year-olds with executions based on the idea of 'Moonbathing' and the things people do at night.

Users will see a video being streamed into a banner ad and then be able to type in what they did last night. Their posted comment will appear within the ad the next time it is shown to that user, and they'll be able to click to enter a competition.

The user-generated text feeds into the web site's interactive 'after dark' section where users can upload their own nocturnal adventures. The effect has been achieved by combining synchronised ad technology from Eyeblaster with behavioural targeting by agency Lateral.

European web site content (www.eu.levi.com) includes an exclusive 'Moonbathing' movie, TV ads and the user-generated content. A WAP site includes a mobile store-finder service.

The digital campaign backs a push across TV, retail and email. Creative was by Lateral and media by Starcom.