Setup
Neue Digitale / Razorfish developed a detailed concept and design for the new Corporate Blog based on the content of the basic concept from PR agency Häberlein+Mauerer. With this, Levi’s take the strategic step from editorially-driven content to complete freedom through direct interaction and communication amongst fans of the brand.
Live-Performance
Alongside information about the current tour, the connected events and featured live acts provide seven city bloggers with daily inspiration from their home towns: Berlin, Frankfurt, Hamburg, Cologne, Munich, Vienna and Zurich. The experiences, enthusiasm and thoughts of the city bloggers provide the heartbeat of the site. Street style photographer Styleclicker documents the denim style of revellers, free-spirits and life artists. In this way Red-Tab.com provides a reflection of the goings-on in a particular place at a particular time which can then be documented, commented on and the styles and trends defined.
Backstage
The blog also sets technical benchmarks. The standard Wordpress functions are extended with further intelligent modules which allow content-based browsers to connect relevant content and keep readers up-to-date with live events. Twitter streams from the bloggers are also integrated with Facebook activity, current travel plans of the street style photographer or Google maps city guides.
