Accessible via www.levi.com or www.boldnewbreed.com, the microsite was created by the firm's outgoing digital agency, WPP-owned Good Technology.
Levi's Europe re-appointed its former agency, Lateral, in January as part of a change of strategy; Dare Digital also pitched for the account but Good Technology did not.
Lateral, which worked with Levi's Europe in 1995-2001 and with Levi's in the US from 2000, is now working on a new pan-European site that is expected to launch in March.
"We are focusing our promotional and advertising activity on Type 1 Jeans at the moment, so it makes sense for us to direct people to that site while we are changing our Levi's Europe site from one form to another," said a spokesman for the brand.
The Levi's Type 1 microsite is part of an integrated campaign that includes TV, cinema, point-of-sale and posters. All creative carries the site address.
Visitors to the microsite can interact with a Los Angeles street at night by clicking on features such as a cab, a cinema, a shop and a phone booth to access elements such as the current TV ad and soundtrack, the history of Levi's, screensavers, a store directory and information on local events.
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