KLVC Plans

PROPOSAL

KLVC: Orange Tab Radio

k lv c : o r a n g e ta b r a d i o | p a g e 2

I N T R O D U C T I O N

introdUction .....................................................3

concept ...................................................................4

K LV C R A D I O

gUide ...........................................................................6

content ...................................................................7

prograMMing .....................................................11

radio terMinology ......................................12

exaMple prograMMing HoUr ..............13

tiMeline ..................................................................14

TA B L E O F C O N T E N T S

P R O m O V I D e O s

SUMMary ................................................................37

klvc proMo ...........................................................38

party in yoUr pantS proMo ..................39

tiMeline ..................................................................43

D I g I T A L / s O C I A L m e D I A

digital: SUMMary ...........................................41

digital: overview ..........................................42

digital: klvc.FM................................................43

Social: SUMMary .............................................45

Social: levi'S® network ...........................46

inStagraM .............................................................48

P A R T N e R s h I P s

SUMMary ................................................................51

tUnein .......................................................................52

iMpoSSible ............................................................53

A C T I VA T I O N s

integration .........................................................16

eventS and inStallationS ...................17

collateral and proMotionS ..............18

klvc Hotline .......................................................20

HaUS oF StraUSS .............................................22

party in yoUr pantS ....................................24

Zipper MagaZine..............................................26

in-Store...................................................................27

P R O m O T O U R

SUMMary ................................................................29

trUck wrap ..........................................................30

day in tHe liFe ...................................................31

brand aMbaSSadorS ...................................33

tiMeline ..................................................................35


in the late 60’s and early 70’s, an impromptu collection of musicians colonized an eucalyptus-scented canyon deep in the Hollywood Hills of los angeles and melded folk, rock, and savvy american pop into a sound that conquered the world as thoroughly as the songs of the beatles and the rolling Stones had before them.

levi's® Jeans with the orange tab was the unofficial uniform of the scene, worn by legends like neil young, Jackson browne, and crosby, Stills and nash.

although levi's® Jeans with the orange tab were later adopted by other pioneers of alternative culture, the roots of the orange tab tradition will always trace back to the musicians and fans of this unique time and place.

to promote the levi's® vintage clothing orange tab collection, the brand will travel back in time to give today’s fans the chance to relive the sounds of this golden era.

I N T R O D U C T I O N


C O N C E P T

“klvc: orange tab radio” is a 1970’s radio station, resurrected by levi's® vintage clothing. programming

is based on american popular music from the 60’s and early 70’s, with period-perfect dJ hosts, talk

segments, commercials and station announcmements.

klvc’s 24-hour stream is broadcast online, but it comes to life in a series of levi's® vintage clothing in-

store installations, events and promotional activations throughout the country.


KLVC Radio


K LV C R A D I O : G U I D E

1) no music produced after 1972

2) dJs are in character as if it’s 1972

3) online in 2013 (easy to listen and share)


K LV C R A D I O : C O N T E N T

K LV C ' s O R I g I N A L P R O g R A m m I N g R U N s 2 4 - 7 A N D C O N s I s T s O f 4 D A I Ly m U s I C s h O w s h O s T e D b y U N I q U e R A D I O P e R s O N A L I T I e s .

m O R N I N g s U R g e R y w I T h D O C T O R D A Nnews, yakking, and comedy with the hilarious doctor. dan's up on the new music if he's not down with one

of his nurses.

J O C K s P O T w I T h J A C K s O N b R O D ytake a time-out with our afternoon athlete Jackson brody. Homerun hits and jams on rotation keeping

klvc on top of the podium.

h I g h wAy T O h e AV e N w I T h J O N N y R O C Kall of your favorite rock jams with the former tear Jet guitaris. get in the fast lane and turn your radio up

kids, Jonny's at the wheel.

D U s T ' T I L D Aw N w I T h D U s T y D e V I N eall aboard the Soul train, as dusty carries you into the night. let our soul sister's velvet voice take you

through the midnight hours.



I N A D D I T I O N T O T h e R e g U L A R w e e K Ly P R O g R A m , K LV C I s A P L A T f O R m f O R s P e C I A L e V e N T s A N D LV C g U e s T C O N T R I b U T O R s .

invited dJ sessions and playlists submitted by orange tab friends

and family

complete play-throughs of iconic albums and live recordings [ex.

content from archive.org, grateful dead archives]

g U e s T D J s

L I V e C O N C e R T s /w h O L e A L b U m s

Uninterrupted music through the early morning hours m U s I C A L L N I g h T

k lv c : o r a n g e ta b r a d i o | p a g e 1 0


w e e K 1

w e e K 2

w e e K 3

w e e K 4

w e e K 5

w e e K 6

w e e K 7

w e e K 8

w e e K 9

w e e K 1 0

w e e K 1 1

w e e K 1 2

Jimi Hendrix, "band of gypsys (live)"

david bowie, "the rise and Fall of Ziggy Stardust"

the rolling Stones, "exile on Main Street"

Stevie wonder, "talking book"

lou reed, "transformer"

deep purple, "Machine Head"

Miles davis, "on the corner"

t.rex, "the Slider"

grateful dead, "europe '72"

black Sabbath, "vol 4"

curtis Mayfield, "Superfly"

neil young, "Harvest"


K LV C R A D I O : P R O G R A M M I N G

6:00 AM

7:00 AM

8:00 AM

9:00 AM

10:00 AM

11:00 AM

12:00 PM

1:00 PM

2:00 PM

3:00 PM

4:00 PM

5:00 PM

6:00 PM

7:00 PM

8:00 PM

9:00 PM

10:00 PM

11:00 PM

12:00 AM

1:00 AM

2:00 AM

3:00 AM

4:00 AM

5:00 AM

6:00 AM

SUNDAYSATURDAYMONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

m O R N I N g s U R g e R y w I T h D O C T O R D A N

J O C K s P O T w I T h J A C K s O N b R O D y

h I g h wAy T O h e AV e N w I T h J O N N y R O C K

I N T e R V I e w

D U s T ' T I L D Aw N w I T h D U s T y D e V I N e

g U e s T D J s e T

L I V e C O N C e R T

T h e K LV C O V e R N I g h T f R e e R I D e


C O m m e R C I A L s

P R O m O

s w e e P e R

V O I C e g U y

D J TA L K

h O T L I N e C A L L s

T O h

I m A g I N g

A I R C h e C K

70's spoof commercials and tour information

brand ambassador-produced clips

produced piece that plays between songs

ex. [voice guy] "you’re experiencing the power of love with la’s only klvc"

Signature voice-over for the station

dJ's chit chat

recorded hotline content

top of hour station identification. [voice guy] "you’re listening to klvc, doin’

it with frequency 24 hours a day. klvc.FM”

in-era sound clips [ex. 70's movie/tv show clip]

demonstration recording to show off dJ talent

K LV C R A D I O : R A D I O T E R M I N O L O G Y

K LV C h A s A L L T h e e L e m e N T s O f A R A D I O s TA T I O N f R O m 1 9 7 2 I N T e g R A T e D T h R O U g h O U T e A C h s h O w.


m U s I C

C O m m e R C I A L / P R O m O /s w e e P e R

D J TA L K [ w e e K D Ay s O N Ly ]

h O T L I N e CALLs

s TA T I O N s w e e P e R

T O h

I m A g I N g

K LV C R A D I O : E X A M P L E P R O G R A M M I N G H O U R

e L e m e N T s O f e A C h s h O w b y P e R C e N TA g e O f A N h O U R . K LV C ' s TA L K s h O w, m O R N I N g s U R g e R y w I T h D O C T O R D A N , C O N TA I N s m O R e D J TA L K .


K LV C R A D I O : T I M E L I N E

JUNe 19

JUNe 26

JULy 8-10

JULy 11

AUgUsT 14 - NOVembeR 1

AUgUsT 14 - sePTembeR 27

1 S t d r a F t p r o g r a M M i n g p l a n

F i n a l p r o g r a M M i n g p l a n

r a d i o c o n t e n t a n d i n t e r S t i t i a l S c r e at e d

l e v i ' S ® t o a p p r o v e i n i t i a l r a d i o S tat i o n c o M p o S i t e S

r a d i o S tat i o n l i v e o n l i n e

c r o S S - c o U n t r y p r o M o t i o n a l t o U r

P R O g R A m m I N g D e L I V e R A b L e s


Activations


A C T I VAT I O N S : I N T E G R AT I O N

although only an audio broadcast, klvc is an important part of levi's® vintage clothing events and

brand environments. klvc is not only the reason for launching a national promotional tour, it also

completes the orange tab experience by providing a soundtrack and period-appropriate ephemera

wherever brand build-outs appear.


A C T I VAT I O N S : E V E N T S A N D I N S TA L L AT I O N S

K LV C R e I N f O R C e s A C O N s T e L L A T I O N O f A R T I fA C T s C R e A T e D f O R T h eO R A N g e T A b e R A , A N D s U P P O R T s A R A N g e O f L e V I ' s ® V I N TA g e C L O T h I N g m A R K e T I N g I N I T I A T I V e s .

h A U s O f s T R A U s s L A U N C h P A R T yklvc dJ dusty devine spins the night away at an exclusive 1972 house party at Haus of Strauss.

P A R T y I N y O U R P A N T sklvc presents the topanga canyon Music Festival. the dJs host the event and broadcast from an

onsite tent. brand ambassadors on-site blasting klvc and handing out promotional giveaways.

z I P P e R m A g A z I N eklvc ads in Zipper magazine. additional editorial feature about the new 1972 dJ lineup.

I N - s T O R eklvc appears as a part of orange tab retail displays in select stores. Four select stores with

orange tab displays have orange phones with direct access to the klvc Hot-line for song

requests.

K LV C N A T I O N A L P R O m O T O U Rklvc-branded gremlin and cJ5 Jeep travel throughout the country to promote the new klvc dJ

lineup for the summer of 1972. vehicles precede the Station to Station train in each city.


A C T I VAT I O N S : C O L L AT E R A L A N D P R O M O T I O N S

T h e m e D I U m I s T h e m e s s A g e . R A D I O I s T h e 1 9 7 0 ' s m U s I C f O R m A T, A N D K LV C L A U N C h e s h I s T O R I C A L Ly A C C U R A T e “ s T R e e T - L e V e L ” P R O m O T I O N s T O g e T T h e w O R D O U T.

• klvc stickers with levi's® vintage clothing orange tab information on the back

• klvc t-Shirts with attached hangtag klvc stickers

• 70's recording devices for in-person Hotline requests coverein klvc stickers

• retro radios / boomboxes tuned to klvc and covered in klvc stickers

• klvc-branded promo tour carrier truck

• promotional vehicles with custom sound system and pa

OVAL STICKER: 6” APPROX SQUARE STICKER: 5” APPROX

BUMPER STICKER 15” APPROX


A C T I VAT I O N S : C O L L AT E R A L A N D P R O M O T I O N S

LEVIS_KLVC_STICKER-OVAL-TAG

Size: 3” x 5” Oval4CP on White Vinyl1/Color Backprint w/ “TAB” and Hole Punch

FRONT BACK

KLVCOrange Tab Radio

is the official station ofLevi‘s® Vintage Clothing.

Broadcasting live from Los Angeles, our groovin’ DJ lineup brings you the most far out rock ‘n’ roll of 1972. We keep it going all day... and all night.

TUNE IN AT KLVC.FM

#klvc



Die-cut

FRONT BACK

Kiss-cut



Broadcasting live from Los Angeles, our groovin’ DJ lineup brings you the most far out rock ‘n’ roll of 1972.

We keep it going all day... and all night. TUNE IN AT KLVC.FM

#klvc

all t-Shirts have sticker hangtags



FRONT BACK



Broadcasting live from Los Angeles, our groovin’ DJ lineup brings you the most far out rock ‘n’ roll of 1972. We keep it going all day... and all night.

TUNE IN AT KLVC.FM

#klvc


A C T I VAT I O N S : K LV C H O T L I N E

• a toll-free hotline number printed on giveaway collateral and announced online and via social

media. anyone can call into the hotline and record their message/song request to be played on

air

• promotional tour brand ambassadors ask people in cities across america to record their request,

shout out or wish for 1972 on the klvc hotline

• within the Haus of Strauss orange tab installation and four select retail locations a vintage

orange rotary phone is configured to have direct access to the klvc hotline. celebrity guests who

pick up the phone are prompted by a klvc dJ to record a message

• Hotline content is recorded onto digital voicemail that is accessed by klvc producer and

incorporated into streaming content. creates the impression of live radio with broad listenership

A K LV C h O T L I N e s O L I C I T s e N g A g e m e N T A T K LV C e V e N T s , T O U R D e s T I N A T I O N s , A N D s P e C I A L R e TA I L I N s TA L L A T I O N s . T h I s 2 4 - h O U R R e q U e s T L I N e m A K e s K LV C I N T e R A C T I V e A N D A C C e s s I b L e T O A N y O N e .


A C T I VAT I O N S : K LV C H O T L I N E

• User picks up the vintage orange rotary phone that autodials to klvc hotline, or dials 1-800-650-klvc

from their own phone

• User is greeted by "the voice" of klvc

• prompt will ask for a 1972 or earlier song request and/or story, and a statement of release. [dusty

devine] "Hey there spirit child, you’ve reached klvc! we can read your crystals but not your mind, so

tell us what song you wanna groove on and your dedication. if the stars are aligned, maybe you’ll make

it on air! by leaving a message you are agreeing to have your voice and message broadcast on klvc

radio. if you do not want your message played on klvc, don't leave a message. thanks for calling the

klvc Hot-line."

U s e R e x P e R I e N C e

b A C K e N D e x P e R I e N C e ( A T h A U s O f s T R A U s s / I N - s T 0 R e )

• Follow installation instructions to install phone

• wipe phone down

• test phone to ensure outgoing calls are working

• repeat steps for every use/daily


A C T I VAT I O N S : H A U S O F S T R A U S S

A s A L A U N C h K I C K - O f f, L e V I ' s ® h O s T e D A N e x C L U s I V e P A R T y f O R 7 5 P e O P L e A T h A U s O f s T R A U s s I N L O s A N g e L e s . g U e s T s m I N g L e D w I T h m U s I C s P I N N I N g I N T h e b A C K g R O U N D .

• dJ dusty devine spun records in a era-accurate equipment set up

• orange rotary phone with a direct line to klvc hotline

• promo tour cars and brand ambassodors helped stage the night

• professional polaroid photographer shot on big Shot polaroid and Sx-70 camera, polaroids

were giveaways to guests and for levi's® social media


A C T I VAT I O N S : H A U S O F S T R A U S S


A C T I VAT I O N S : PA R T Y I N Y O U R PA N T S

K LV C P R e s e N T e D P A R T y I N y O U R P A N T s - A T O P A N g A C A N y O N m U s I C f e s T I VA L . f R O m A b O O T h A m I D T h e f e s T I VA L g R O U N D s , K LV C h O s T e D T h e C O N C e R T, P R O V I D e D C O m m e N TA R y A N D m U s I C b e T w e e N s e T s , A N D b R O A D C A s T e D A “ L I V e ” e x P e R I e N C e .

• gremlin and cJ5 onsite in two parking lots, set the scene as guests entered/exited the event

• dJ and Jonny rock presented at event, hosted the event and announced bands

• 3 brand reps in orange tab helped with activities

• big Shot portrait polaroid camera captured the backstage experience

• brand ambassadors documented with Sx-70 polaroid cameras and print polaroid photos from

iphone photos with impossible instant labs

• custom leather and wood sling shots for t-shirt tosses


A C T I VAT I O N S : PA R T Y I N Y O U R PA N T S


A C T I VAT I O N S : Z I P P E R M A G A Z I N E

K LV C w I L L b e A N I m P O R TA N T s U P P O R T e R O f z I P P e R m A g A z I N e , w I T h A D s f O R T h e R A D I O s TA T I O N A N D A N e D I T O R I A L P R O f I L e O f T h e 1 9 7 2 s U m m e R D J L I N e - U P.


A C T I VAT I O N S : I N - S T O R E

f O R O R A N g e T A b R e TA I L D I s P L Ay s A N D w I N D O w s , K LV C I s I N T e g R A T e D w I T h I N A 1 9 7 0 ' s e N V I R O N m e N T, s I m I L A R T O T h e T R A I N b U I L D - O U T. A V I g N e T T e I N C L U D e s K LV C P O s T e R s A N D s T I C K e R s , z I P P e R m A g A z I N e s , P U s h - b U T T O N P h O N e f O R C A L L I N g T h e h O T L I N e , A N D P h O T O s f R O m T h e T O P A N g A m U s I C f e s T I VA L .


Promo Tour


P R O M O T O U R : S U M M A R Y

I N A R e s T O R e D L e V I ' s ® e D I T I O N g R e m L I N A N D A C U s T O m I z e D D e N I m C J 5 J e e P, K LV C w I L L h I T T h e s T R e e T s A C R O s s T h e U s A A N D A R O U N D T h e g L O b e P R O m O T I N g T h e R A D I O s TA T I O N w h I L e s h A R I N g T h e s O U N D s A N D s T y L e s O f 1 9 7 2 .

the vehicles are driven by a stylish, adventurous 1970's couple wearing only orange tab. they go

where the action is: lvc events, levi's® stores, cultural happenings, etc. wherever they go, the windows

are down and klvc music is blasting.

*crew is capable of recording interviews and new radio content


P R O M O T O U R : T R U C K W R A P

T O T R A N s P O R T T h e g R e m L I N A N D C J 5 f R O m C I T y T O C I T y, A N f 3 5 0 C A R R I e R T R U C K w I L L C A R R y A 3 2 ' O P e N T R A I L e R . T h e T R U C K w I L L b e w R A P P e D I N A P R O m O T I O N A L K LV C D e s I g N f e A T U R I N g I L L U s T R A T I O N s O f K LV C D J s A N D h O T L I N e N U m b e R .


P R O M O T O U R : D AY I N T H E L I F E

I N e A C h C I T y, P R O m O T O U R A m b A s s A D O R s . . .

Meatpacking levi’s® Store / tribeca

nyU / SoHo / lower east Side

bedford ave, williamsburg

3 : 0 0 P m - 6 : 0 0 P m

1 2 : 0 0 P m - 3 : 0 0 P m

6 : 0 0 P m - 8 : 0 0 P m

A N e x A m P L e D Ay I N N e w y O R K C I T y

• cruise around high-trafficked areas filled with cool young people

• Stop by key levi’s® stores

• Hand out klvc promo items (15 t-shirts and 150 stickers)

• blast klvc.FM from the car stereo

• record 30 hotline requests/ shout outs

• take 90 polaroids with people on the streets

• May lead klvc-hosted 70’s parties at divey retro bars

• document the roadtrip

• print polaroids from iphones with instant labs and upload to @orangetab instagram


P R O M O T O U R : D AY I N T H E L I F E


P R O M O T O U R : B R A N D A M B A S S A D O R S

C h R I s T O P h e R A N D e R I N


C h R I s T O P h e R s T O U D Tchristopher is a 28-year-old writer/director/musician with model and acting experience, including as a

hippy-extra in the klvc videos. christopher freelances in film/television and works for James Franco's

production company rabbit bandini productions in film, commercial, and print in los angeles. He has a

warm presence and is comfortable multi-tasking and managing multiple deadlines.

Sizes: 6'0," 145lbs, 30" x 32" pants, Medium Shirt, Size 10 Shoe

e R I N f L A s h N e Rerin is 29 with degree in fashion design from the Fashion institute of technology in nyc. She is

currently the personal assistant to actress Jennifer coolidge in la and new orleans and is a freelance

fashion and wardrobe styling for film, photo shoots, and local vintage store look-books. She also operates

her own business selling selling artfully crafted flowered headbands, which she sells at local stores and

to private buyers like keri russell. it is rare to ever see erin without a smile on her face.

Sizes: 5'9," 125lbs, 26" x 30" pants (+2" for bell bottoms), extra Small Shirt, Size 9 Shoe

P R O M O T O U R : B R A N D A M B A S S A D O R S

C h R I s T O P h e R A N D e R I Nboth new orleans natives while currently residing in los angeles, christopher and erin are both

outgoing, socialable, personable, professional. they are avid photographers (iphone/instagram and

general) with car knowledge and cross-country driving experience. Having driven from new orleans

to los angeles together in a 20" Uhaul with a tow-trailer holding a Jeep cherokee, they are each

comfortable and experienced in driving large trucks with trailers. erin also drives manual.


P R O M O T O U R : T I M E L I N E

AUgUsT 14-16

AUgUsT 16

AUgUsT 17

sePTembeR 3-5

sePTembeR 6-7

sePTembeR 10-11

l o S a n g e l e S , c a [ l e v i ' S ® M a l i b U ]

k lv c @ H a U S o F S t r a U S S p a r t y, l o S a n g e l e S , c a

k lv c @ p a r t y i n y o U r p a n t S , t o p a n g a c a n y o n , c a

n e w y o r k , n y [ l e v i ' S ® M e at p a c k i n g , n y U , w i l l i a M S b U r g , b r o o k ly n d e n i M c o . ]

p i t t S b U r g H , p a [ S o U t H S i d e , l aw r e n c e v i l l e , S H a d y S i d e , e a S t l i b e r t y ]

S t. p a U l , M n [ U p t o w n , b l a c k b l U e S H o p, U o F M , n o r t H e a S t, g r a n d S t. , w e S t

7 t H , l o w e r t o w n ]

c H i c a g o , i l [ c l o U d g at e , i n d e p e n d e n c e , l i n c o l n p a r k , S i r & M a d a M e , w i c k e r

p a r k ]

k a n S a S c i t y, M o [ t H e l e g e n d S , c o U n t r y c l U b p l a Z a . U n i o n S tat i o n , p o w e r

a n d l i g H t d i S t r i c t ]

S a n ta F e , n M [ d e ta i l S t b d ]

w i n S l o w, a Z [ F l a g S ta F F ]

b a r S t o w, c a [ d e ta i l S t b d ]

l o S a n g e l e S , c a [ 3 r d S t. p r o M e n a d e , v e n i c e , 1 5 2 0 / U o , M o H aw k g e n e r a l

S t o r e , S U n S e t J U n c t i o n ]

b ay a r e a ( o a k l a n d ) , c a [ l e v i ' S ® U n i o n S q U a r e , U p p e r H a i g H t, H ay e S va l l e y,

U n i o n M a d e , M i S S i o n d o l o r e S ]

e U r o p e a n p r o M o t o U r ( d e ta i l S t b d )

P R O m O T O U R

sePTembeR 18-19

sePTembeR 20-21

sePTembeR 22-23

sePTembeR 24-25

sePTembeR 26-27

OCTObeR

sePTembeR 12-13

sePTembeR 14-15


Promo Videos


V I D E O S : S U M M A R Y

T O R e I N f O R C e T h e K LV C s T O R y O N L I N e , w e C R e A T e D T w O h I s T O R I C A L Ly A C C U R A T e 4 5 - s e C O N D m O C K U m e N TA R T y - s T y L e C O m m e R C I A L s P O T s P R O m O T I N g K LV C A N D T h e I R P A R T y I N y O U R P A N T s m U s I C f e s T I VA L .


V I D E O S : K LV C P R O M O

A P e e K I N s I D e O f K LV C ' s L O w - b U D g e T s T U D I O . T h I s C A m P y, f L A s h y " C O m m e R C I A L " A N N O U N C e s K LV C ' s s U m m e R O f 1 9 7 2 D J L I N e U P A N D s h O w s . I N T R O D U C e s T h e C R O s s - C O U N T R y K LV C P R O m O T O U R - " K LV C : O N T h e A I R A N D I N y O U R C I T y " .

http://youtu.be/lahJ9nJfLK4


V I D E O S : PA R T Y I N Y O U R PA N T S P R O M O

A L A T e N I g h T, s m A L L T O w N C O m m e R C I A L P R O D U C e D b y f e s T I VA L P R e s e N T e R s - K LV C - T O I N V I T e P e O P L e T O T h e s U m m e R O f 1 9 7 2 " P A R T y I N y O U R P A N T s " m U s I C f e s T I VA L I N T O P A N g A C A N y O N .

http://youtu.be/eHtDbY4wbNo


Digital/Social Media


D I G I TA L : S U M M A R Y

w h A T D O e s A D I g I TA L s T R A T e g y L O O K L I K e I N 1 9 7 2 ? D I g I TA L P L A T f O R m s A N D s O C I A L m e D I A A R e e N g I N e e R e D T O D R I V e L I s T e N e R s T O O U R O N L I N e R A D I O e x P e R I e N C e A N D C O N N e C T K LV C T O T h e O R A N g e TA b b R A N D .

Social activity does leverage existing levi’s® digital platforms and paid social media, but this

temporary promotion focuses on creating trends and encouraging tagged content. the 2013 media

we deploy plays with the idea of 1972 technology and highlights special radio events that happen

online.


D I G I TA L : O V E R V I E W

KLVC.FM

LEVI’S

KLVC

Facebook | Timeline

Twitter@LEVIS

Instagram @OrangeTab

PARTNERS SOCIAL MEDIA

TUNEIN

SOUNDCLOUD

SHOUTCAST

TuneIn | Priority Placement | Email Blast

Vice & Noisey | Takeovers | Pre-roll Videos

Impossible Project | Blog | Homepage

CONTENT

STREAMINGRADIO Instagram

@LEVIS

Warby Parker| Class Trip Homepage

MEDIA

PRODUCT

SOCIAL PARTNERS

KLVCORANGE TAB

RADIO


D I G I TA L : K LV C . F M

A L L C O m m U N I C A T I O N D R I V e s T O T h e P R I m A R y h O m e O f K LV C L I N K e D T O T h e O R A N g e T A b P A g e w I T h I N T h e L e V I ’ s ® V I N TA g e C L O T h I N g w e b s I T e : L e V I s V I N TA g e C L O T h I N g . C O m / O R A N g e - T A b / K LV C . f O R e A s e , L I s T e N e R s C A N b e D I R e C T e D T O K LV C . f m w h I C h w I L L R e R O U T e T O T h e b R A N D P A g e .

http://www.levisvintageclothing.com/klvc.html


D I G I TA L : K LV C . F M


S O C I A L : S U M M A R Y

s O C I A L m e D I A I s A N e x P e R I e N T I A L e x T e N s I O N O f K LV C f O C U s e D O N C O N T e N T - s h A R I N g A N D I N T e R A C T I V I T y, A D D I N g D I m e N s I O N T O T h e P R O m O T I O N A L T O U R e x P e R I e N C e A N D O f f e R I N g A N e N T R y - P O I N T f O R f O L L O w e R s U N A b L e T O D I R e C T Ly P A R T I C I P A T e I N A C T I VA T I O N s .

# K LV C I s T h e TA g R e L A T e D T O A L L O N L I N e s O C I A L C O N T e N T A N D P R O m O T e D V I A O N L I N e A D s A N D e V e N T s I g N A g e . T h I s TA g C R e A T e s A N A R C h I V e O f s TA T I O N C O N T e N T A N D s e R V e s A s A P R I m A R y C A L L T O A C T I O N f O R I N T e R A C T I N g s O C I A L Ly w I T h T h e R A D I O s TA T I O N .


S O C I A L : L E V I ' S ® N E T W O R K

w e L e V e R A g e L e V I ’ s ® fA C e b O O K , I N s TA g R A m , A N D T w I T T e R A C C O U N T s T O b R I N g AwA R e N e s s T O K LV C P R O g R A m m I N g , s P e C I A L P R O m O T I O N s , A N D h A s h TA g . A L L P O s T s I N C L U D e T h e L I N K T O K LV C . f m , # K LV C , A N D T h e h O T L I N e N U m b e R .

• 10-30 second station sound clips [via Soundcloud]

• 1970's photos, promo tour, and event polaroids

• announcements of special events / featured guest dJ shows

• daily programming shout-outs

• dJ profiles

• call outs for song requests via hotline

P O s T C O N T e N T :


S O C I A L : L E V I ' S ® N E T W O R K


S O C I A L : I N S TA G R A M

P R O m O T O U R P O s T s :• cross-country tour new friends & interactions

• road trip good times

• brand ambassadors and gremlin/cJ5 in front of famous sites

P A R T y I N y O U R P A N T s P O s T s :• attendees posing with brand ambassadors

• quintessential festival moments

• backstage experiences captured on the big Shot polaroid camera

K LV C D J s P O s T s :• Special klvc studio guests

• klvc dJ selfies

T O U R b R A N D A m b A s s A D O R s A N D K LV C D J s TA K e P I C T U R e s O f s x - 7 0 P O L A R I O D s TA K e N O N T O U R A N D f O U N D P h O T O g R A P h s . P I C T U R e s A R e s h A R e D O N @ O R A N g e TA b I N s TA g R A m w I T h N O f I LT e R A N D TA g g e D w I T h # K LV C . *

*Sx-70 polaroids are given to event attendees. brand ambassadors print polaroids from

iphone photos with instant labs to share on the orange tab instagram account.


S O C I A L : I N S TA G R A M


Partnerships


PA R T N E R S H I P S : S U M M A R Y

P A R T N e R s h I P s A R e I N s P I R e D b y C O N T e m P O R A R y P L Ay O N V I N TA g e P R O D U C T A N D m e D I A P R O P e R T I e s A N D P R O V I D e U N I q U e O U T L e T s f O R K LV C C O N T e N T A N D A C T I VA T I O N s , C O - P R O m O T I O N , A N D D R I V e L I s T e N e R s T O K LV C . f m T O b e s T R e L I V e 1 9 7 2 .

C O N T e N T• tunein: priority placement, email blasts, social channels, party in your pants poster prints for

festival and promo tour

P R O D U C T• impossible: access to 1970's polaroid cameras and film, social media program

• Fender custom Shop: 1970's Fender reproductions are provided as promo giveaways at party in

your pants

• warby parker: promo tour and class trip bus meet up in chicago

m e D I A• vice/noisey: orange tab website takeovers include klvc graphics with pre-loaded 30 second

station announcement and prompt to link to klvc site, klvc videos on pre-roll


PA R T N E R S H I P S : T U N E I N


PA R T N E R S H I P S : I M P O S S I B L E

w e C R e AT e D A N A U T h e N T I C A L Ly A N A L O g e x P e R I e N C e T h R O U g h PA R T N e R s h I P w I T h I m P O s s I b L e .

• #klvcxiMpoSSible submits photos into the contest via instagram

• photos are shared on the impossible project blog

• Favorite photos selected weekly by impossible

• instant lab is used to print the selected instagram photos as polaroids

• prints are mailed to winners with impossible and klvc promo items (klvc bumper sticker,

vintage band poster, Zipper Magazine, impossible materials)

• Sx-70 polaroid cameras and instant labs for promo tour Managers and levi's® in-house

instagrammer at party in your pants and throughout promo tour

• big Shot polaroid camera at Haus of Strauss and backstage at party in your pants

A w e e K Ly s O C I A L m e D I A C O N T e s T s O L I C I T s U s e R - s U b m I T T e D 1 9 7 0 ’ s - s T y L e P h O T O s , g I f T I N g A P O L A R O I D P R I N T O f T h e b e s T I m A g e s .

b O R R O w e D 1 9 7 2 C A m e R A s A N D f I L m A s T h e K e y s O U R C e O f K LV C I N s TA g R A m A N D D O C U m e N TAT I O N O f T h e O R A N g e TA b e R A I N 2 0 1 3 .


PA R T N E R S H I P S : I M P O S S I B L E

KLVC Plans

Documents

Transcript of KLVC Plans