The includes a video mixer that allows users to create and send fridge-magnet-style messages using the images of actors who appear in the offline advertising, created by Bartle Bogle Hegarty. All of the television ads are also available for viewing on the site.
Helen Venge, digital marketing manager for Levi's, said: "For the past year we have been working towards this point and the site is only the start of an exciting, multifaceted campaign across digital channels that will unfold over the coming months."
It was designed by Levi's digital marketing agency Lateral in conjunction with technical partner Neoworks.
Jon Bains, chairman of Lateral, said: "We wanted to build a site that would act as a platform for not only improving brand interest but also a highly interactive communications vehicle that would allow Levi's Europe to build and develop relationships with its users."
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