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The Levi's Girlfriend microsite (www.levisgirlfriends.com) will be aimed at seven European countries. It will allow users to enter a competition giving two girls the chance to appear as hosts on their respective country's MTV channel.

The microsite will carry details of the MTV promotion in local languages for users in the UK, France, Spain, Italy and Germany.

Levi's birthday promotions will also be available to visitors to the Norway and Portugal local sites.

MTV created the site as part of an integrated campaign that will include TV slots and trailers on five European MTV stations and press ads. Levi's promotions will also appear in editorial content on Sony Music Europe web sites.

Details of the MTV promotion will be forwarded to subscribers to MTV's html email newsletter, which was developed by web agency Good Technology.

The campaign, which will be staggered across each country, will eventually ask users to view video footage of nominated 'girlfriends' then vote for a winner either online or via SMS.

Anne Bonew, internet marketing manager at Levi's Europe, said that the campaign builds on user data that suggests 50 per cent of visitors to the Levi's.com site (www.levis.com) are girls aged from 17 to 24.

"This is our first major campaign clearly aimed at girls,

she said. "It makes sense to target girls online as we're seeing more girls access the web."