KLVC Plans

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KLVC Plans

  1. 1. PROPOSAL KLVC: Orange Tab Radio
  2. 2. k lv c : o r a n g e ta b r a d i o | pa 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 ro m o V id e o s Summary.................................................................37 KLVC Promo............................................................38 Party in your pants Promo...................39 Timeline...................................................................43 D i g ital / Social M e dia DIgital: Summary............................................41 DIgital: Overview...........................................42 DIgital: KLVC.FM................................................43 Social: summary..............................................45 SOCIAL: levi's® network............................46 Instagram..............................................................48 partn e r s h ip s Summary.................................................................51 TuneIN........................................................................52 Impossible.............................................................53 activationS 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 ro m o tour Summary.................................................................29 Truck wrap...........................................................30 Day in the life....................................................31 Brand ambassadors....................................33 timeline...................................................................35
  3. 3. k lv c : o r a n g e ta b r a d i o | pa g e 3 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
  4. 4. k lv c : o r a n g e ta b r a d i o | pa g e 4 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.
  5. 5. k lv c : o r a n g e ta b r a d i o | pa g e 5 KLVC Radio
  6. 6. k lv c : o r a n g e ta b r a d i o | pa g e 6 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)
  7. 7. k lv c : o r a n g e ta b r a d i o | pa g e 7 K LV C R A D I O : C O N T E N T K LV C ' s ori g inal pro g ra m m in g run s 2 4 - 7 and con s i s t s o f 4 daily m u s ic s h o w s h o s t e d b y uni q u e radio p e r s onaliti e s . M O R N I N G s ur g e r y w it h doctor dan News, 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 ock Spot w it h J ack s on Brod y Take a time-out with our afternoon athlete Jackson Brody. Homerun hits and jams on rotation keeping KLVC on top of the podium. Hi g h way to h e av e n w it h jonn y rock All 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 ' til D aw n w it h D u s t y D e vin e All aboard the Soul Train, as Dusty carries you into the night. Let our soul sister's velvet voice take you through the midnight hours.
  8. 8. k lv c : o r a n g e ta b r a d i o | pa g e 8 K LV C R A D I O : C O N T E N T
  9. 9. k lv c : o r a n g e ta b r a d i o | pa g e 9 K LV C R A D I O : C O N T E N T I n addition to t h e r e g ular w e e kly pro g ra m , K LV C i s a plat f or m f or s p e cial e v e nt s and LV C g u e s t contri b utor 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] Gu e s t D J s L iv e C onc e rt s / W h ol e A l b u m s Uninterrupted music through the early morning hoursMu s ic A L l N i g h t
  10. 10. k lv c : o r a n g e ta b r a d i o | pa g e 1 0 K LV C R A D I O : C O N T E N T 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"
  11. 11. k lv c : o r a n g e ta b r a d i o | pa g e 1 1 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 it h doctor dan J ock s pot w it h J ack s on Brod y h i g h way to h e av e n w it h jonn y R ock I N T E R V I EW D u s t ' til daw n W I T H D U S T Y D E V I N E G U ES T D J SE T L I V E C O N C E R T T HE K LV C O V E R N I GH T F R EE R I D E
  12. 12. k lv c : o r a n g e ta b r a d i o | pa g e 1 2 C O MME R C I A L S P R O M O SWEE P E R V O I C E G U Y D J TA L K H O tlin e C all s T O H I M A G I N G A I R C HE 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 all t h e e l e m e nt s o f a radio s tation f ro m 1 9 7 2 int e g rat e d t h rou g h out e ac h s h o w.
  13. 13. k lv c : o r a n g e ta b r a d i o | pa g e 1 3 m u s ic co m m e rcial / pro m o / s w e e p e r dj talk [ w e e kday s only ] h otlin e calls Station s w e e p e r T O H i m a g in 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 El e m e nt s o f e ac h s h o w b y P e rc e nta g e o f an h our . klvc ' s talk s h o w, Mornin g Sur g e r y w it h D O ctor D A n , contain s Mor e D j Talk .
  14. 14. k lv c : o r a n g e ta b r a d i o | pa g e 1 4 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 mm i n g P l a n F i n a l P r o g r a mm 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 Es R a d i o S tat i o n L i v e O n l i n e C r o ss - 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 ra m m in g d e liv e ra b l e s
  15. 15. k lv c : o r a n g e ta b r a d i o | pa g e 1 5 Activations
  16. 16. k lv c : o r a n g e ta b r a d i o | pa g e 1 6 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.
  17. 17. k lv c : o r a n g e ta b r a d i o | pa g e 1 7 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 in f orc e s a con s t e llation o f arti fact s cr e at e d f or t h e O ran g e Ta b e ra , and s upport s a ran g e o f L e vi ' s ® V inta g e C lot h in g m ark e tin g initiativ e s . H A U S o f S T R A U SS L A U N C H PA R T Y KLVC DJ Dusty Devine spins the night away at an exclusive 1972 house party at Haus of Strauss. Part y in Your Pant s KLVC 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 ipp e r m a g a z in e KLVC ads in Zipper magazine. Additional editorial feature about the new 1972 DJ lineup. I N - S T O R E KLVC 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 national P R O M O tour KLVC-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.
  18. 18. k lv c : o r a n g e ta b r a d i o | pa g e 1 8 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 diu m i s t h e m e s s a g e . R adio i s t h e 1 9 7 0 ' s m u s ic f or m at, and K LV C launc h e s h i s torically accurat e “ s tr e e t - l e v e l ” pro m otion s to g e t t h e w ord out. • 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
  19. 19. k lv c : o r a n g e ta b r a d i o | pa g e 1 9 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 EVIS_KLVC_STICKER-OVAL-TAG FRONT BACK KLVC Orange Tab Radio is the official station of Levi‘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 LEVIS_KLVC_STICKER-OVAL-TAG Size: 3”x 5”Oval 4CP on White Vinyl 1/Color Backprint w/“TAB”and Hole Punch Die-cut FRONT Kiss-cut All T-Shirts have sticker hangtags LVC_STICKER-OVAL-TAG FRONT BACK KLVC Orange Tab Radio is the official station of Levi‘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
  20. 20. k lv c : o r a n g e ta b r a d i o | pa g e 2 0 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 otlin e s olicit s e n g a g e m e nt at K LV C e v e nt s , tour d e s tination s , and s p e cial r e tail in s tallation s . T h i s 2 4 - h our r e q u e s t lin e m ak e s K LV C int e ractiv e and acc e s s i b l e to an y on e .
  21. 21. k lv c : o r a n g e ta b r a d i o | pa g e 2 1 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 ri e nc e Back e nd E x p e ri e nc e ( At Hau s o f Strau s s / in - 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
  22. 22. k lv c : o r a n g e ta b r a d i o | pa g e 2 2 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 launc h kick - o f f, l e vi ' s ® h o s t e d an e x clu s iv e part y F O R 7 5 P E O P L E at h au s o f s trau s s in L o s an g e l e s . g u e s t s m in g l e d w it h m u s ic s pinnin g in t h e b ack g round . • 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
  23. 23. k lv c : o r a n g e ta b r a d i o | pa g e 2 3 A C T I VAT I O N S : H A U S O F S T R A U S S
  24. 24. k lv c : o r a n g e ta b r a d i o | pa g e 2 4 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 pr e s e ntEd Part y in Your Pant s - a T opan g a C an y on Mu s ic F e s tival . Fro m a b oot h a m id t h e f e s tival g round s , K LV C h o s tEd t h e conc e rt, provid e d co m m e ntar y and m u s ic b e t w e e n s e t s , and b roadca s t e d a “ liv e ” e x p e ri e nc 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
  25. 25. k lv c : o r a n g e ta b r a d i o | pa g e 2 5 A C T I VAT I O N S : PA R T Y I N Y O U R PA N T S
  26. 26. k lv c : o r a n g e ta b r a d i o | pa g e 2 6 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 ill b e an i m portant s upport e r o f Zipp e r Ma g a z in e , w it h ad s f or t h e radio s tation and an e ditorial pro f il e o f t h e 1 9 7 2 Su m m e r D J lin e - up.
  27. 27. k lv c : o r a n g e ta b r a d i o | pa g e 2 7 A C T I VAT I O N S : I N - S T O R E For O ran g e Ta b r e tail di s play s and w indo w s , K LV C i s int e g rat e d w it h in a 1 9 7 0 ' s e nviron m e nt, s i m ilar to t h e train b uild - out. A vi g n e tt e includ e s K LV C po s t e r s and s tick e r s , Zipp e r m a g a z in e s , P u s h - b utton p h on e f or callin g t h e h otlin e , and p h oto s f ro m t h e T opan g a Mu s ic F e s tival .
  28. 28. k lv c : o r a n g e ta b r a d i o | pa g e 2 8 Promo Tour
  29. 29. k lv c : o r a n g e ta b r a d i o | pa g e 2 9 P R O M O T O U R : S U M M A R Y I n a r e s tor e d L e vi ' s ® Edition Gr e m lin and a cu s to m i z e d d e ni m C J 5 J e e p, K LV C w ill h it t h e s tr e e t s acro s s t h e U S A and around t h e g lo b e pro m otin g t h e radio s tation w h il e s h arin g t h e s ound s and 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
  30. 30. k lv c : o r a n g e ta b r a d i o | pa g e 3 0 P R O M O T O U R : T R U C K W R A P T o tran s port t h e Gr e m lin and C J 5 f ro m cit y to cit y, A n f 3 5 0 carri e r truck w ill carr y a 3 2 ' op e n trail e r . t h e truck w ill b e w rapp e d in a pro m otional K LV C d e s i g n f e aturin g illu s tration s o f klvc dj s and h otlin e nu m b e r .
  31. 31. k lv c : o r a n g e ta b r a d i o | pa g e 3 1 P R O M O T O U R : D AY I N T H E L I F E I n e ac h cit y, P ro m o T our A m b a s s ador 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 pl e day in N e w York C it 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
  32. 32. k lv c : o r a n g e ta b r a d i o | pa g e 3 2 P R O M O T O U R : D AY I N T H E L I F E
  33. 33. k lv c : o r a n g e ta b r a d i o | pa g e 3 3 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 ri s top h e r and e rin
  34. 34. k lv c : o r a n g e ta b r a d i o | pa g e 3 4 C h ri s top h e r Stoudt Christopher 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 Erin Fla s h n e r Erin 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 ri s top h e r and Erin Both 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.
  35. 35. k lv c : o r a n g e ta b r a d i o | pa g e 3 5 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 , CA [ L e v i ' s ® M a l i b u ] KLVC @ H a us o f S t r a uss Pa r t y, L o s A n g e l e s , CA KLVC @ Pa r t y I n Y o u r Pa n t s , T o pa n g a C a n y o n, CA N e w Y o r k , NY [ L e v i ' s ® M e at pa c k i n g , NY U , W i l l i a ms 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 , PA [ S o u t h S i d e , L aw r e n c e v i l l e , sh a d y s i d e , e a s t l i b e r t y ] S t. Pa 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 ] Ch i c a g o , IL [ 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 pa r k , s i r & m a d a m e , w i c k e r pa 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 [ DETAIL S TBD ] W i n s l o w, A Z [ F l a g s ta ff ] B a r s t o w, CA [ DETAIL S TBD ] L o s A n g e l e s , CA [ 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 , su n s e t ju n c t i o n ] B ay A r e a ( O a k l a n d ) , CA [ 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 ss i o n d o l o r e s ] Eu r o p e a n p r o m o t o u r ( d e ta i l s TBD ) pro m o tour September 18-19 September 20-21 September 22-23 September 24-25 September 26-27 OCTOBER September 12-13 September 14-15
  36. 36. k lv c : o r a n g e ta b r a d i o | pa g e 3 6 Promo Videos
  37. 37. k lv c : o r a n g e ta b r a d i o | pa g e 3 7 V I D E O S : S U M M A R Y T o r e in f orc e t h e K LV C s tor y onlin e , w e cr e at e d t w o h i s torically accurat e 4 5 - s e cond m ocku m e ntart y- s t y l e co m m e rcial s pot s pro m otin g K LV C and t h e ir Part y in Your Pant s m u s ic f e s tival .
  38. 38. k lv c : o r a n g e ta b r a d i o | pa g e 3 8 V I D E O S : K LV C P R O M O A p e e k in s id e o f K LV C ' s lo w - b ud g e t s tudio . T h i s ca m p y, f la s h y " co m m e rcial " announc e s K LV C ' s Su m m e r o f 1 9 7 2 D J lin e up and s h o w s . I ntroduc e s t h e cro s s - countr y K LV C pro m o tour - " K LV C : on t h e air and in y our cit y " .
  39. 39. k lv c : o r a n g e ta b r a d i o | pa g e 3 9 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 lat e ni g h t, s m all to w n co m m e rcial produc e d b y f e s tival pr e s e nt e r s - K LV C - to invit e p e opl e to t h e Su m m e r o f 1 9 7 2 " Part y in Your Pant s " m u s ic f e s tival in T opan g a C an y on .
  40. 40. k lv c : o r a n g e ta b r a d i o | pa g e 4 0 Digital/Social Media
  41. 41. k lv c : o r a n g e ta b r a d i o | pa g e 4 1 D I G I TA L : S U M M A R Y W h at do e s a di g ital s trat e g y look lik e in 1 9 7 2 ? D i g ital plat f or m s and Social m e dia ar e e n g in e e r e d to driv e li s t e n e r s to our onlin e radio e x p e ri e nc e and conn e ct K LV C to t h e O ran g e Ta b b rand . 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.
  42. 42. k lv c : o r a n g e ta b r a d i o | pa g e 4 2 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 STREAMING RADIOInstagram @LEVIS Warby Parker| Class Trip Homepage MEDIA PRODUCT SOCIAL PARTNERS KLVC ORANGE TAB RADIO
  43. 43. k lv c : o r a n g e ta b r a d i o | pa g e 4 3 D I G I TA L : K LV C . F M A ll co m m unication driv e s to t h e pri m ar y h o m e o f K LV C L ink e d to t h e O ran g e Ta b pa g e w it h in t h e L e vi ’ s ® V inta g e C lot h in g w e b s it e : l e vi s vinta g e clot h in g . co m / oran g e - ta b / K LV C . For e a s e , li s t e n e r s can b e dir e ct e d to K LV C . f m w h ic h w ill r e rout e to t h e b rand pa g e .
  44. 44. k lv c : o r a n g e ta b r a d i o | pa g e 4 4 D I G I TA L : K LV C . F M
  45. 45. k lv c : o r a n g e ta b r a d i o | pa g e 4 5 S O C I A L : S U M M A R Y Social m e dia i s an e x p e ri e ntial e x t e n s ion o f K LV C f ocu s e d on cont e nt - s h arin g and int e ractivit y, addin g di m e n s ion to t h e pro m otional tour e x p e ri e nc e and o f f e rin g an e ntr y- point f or f ollo w e r s una b l e to dir e ctly participat e in activation s . # K LV C i s t h e ta g r e lat e d to all onlin e s ocial cont e nt and pro m ot e d via onlin e ad s and e v e nt s i g na g e . T h i s ta g cr e at e s an arc h iv e o f s tation cont e nt and s e rv e s a s A pri m ar y call to action f or int e ractin g s ocially w it h t h e radio s tation .
  46. 46. k lv c : o r a n g e ta b r a d i o | pa g e 4 6 S O C I A L : L E V I ' S ® N E T W O R K W e l e v e ra g e L e vi ’ s ® Fac e b ook , I n s ta g ra m , and T w itt e r A C C O U N T S to b rin g awar e n e s s to K LV C pro g ra m m in g , s p e cial pro m otion s , and h a s h ta g . A ll po s t s includ e t h e link to K LV C . f m , # K LV C , and t h e h otlin e nu 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 cont e nt :
  47. 47. k lv c : o r a n g e ta b r a d i o | pa g e 4 7 S O C I A L : L E V I ' S ® N E T W O R K
  48. 48. k lv c : o r a n g e ta b r a d i o | pa g e 4 8 S O C I A L : I N S TA G R A M P ro m o T our 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 Part y in y our pant 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 po s t s : • Special KLVC studio guests • KLVC DJ selfies T our b rand a m b a s s ador s and K LV C D J s tak e pictur e s o f s x - 7 0 polariod s tak e n on tour and f ound p h oto g rap h s . P ictur e s ar e s h ar e d on @ O ran g e ta b I n s ta g ra m w it h no f ilt e r and ta g g e d w it 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.
  49. 49. k lv c : o r a n g e ta b r a d i o | pa g e 4 9 S O C I A L : I N S TA G R A M
  50. 50. k lv c : o r a n g e ta b r a d i o | pa g e 5 0 Partnerships
  51. 51. k lv c : o r a n g e ta b r a d i o | pa g e 5 1 PA R T N E R S H I P S : S U M M A R Y Partn e r s h ip s ar e in s pir e d b y cont e m porar y play on vinta g e product and m e dia prop e rti e s and provid e uni q u e outl e t s f or K LV c cont e nt and activation s , C o - pro m otion , and D riv e li s t e n e r s to K LV C . FM to b e s t r e liv e 1 9 7 2 . C ont e nt • TuneIn: Priority placement, email blasts, social channels, Party in Your Pants poster prints for festival and Promo Tour product • 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 MEdia • 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
  52. 52. k lv c : o r a n g e ta b r a d i o | pa g e 5 2 PA R T N E R S H I P S : T U N E I N
  53. 53. k lv c : o r a n g e ta b r a d i o | pa g e 5 3 PA R T N E R S H I P S : I M P O S S I B L E W e cr e at e D an aut h e ntically analo g e x p e ri e nc e t h rou g h partn e r s h ip w it h I m po 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 kly S O C I A L ME D I A cont e s t s olicit s u s e r - s u b m itt e d 1 9 7 0 ’ s - s t y l e p h oto s , g i f tin g a P olaroid print o f t h e b e s t i m a g e s . Borro w E D 1 9 7 2 ca m e ra s and f il m a s T h e k e y s ourc e o f K LV C in s ta g ra m and docu m e ntation o f t h e O ran g e Ta b e ra in 2 0 1 3 .
  54. 54. k lv c : o r a n g e ta b r a d i o | pa g e 5 4 PA R T N E R S H I P S : I M P O S S I B L E

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