As promised, Calvin Klein made use of Twitter’s new video-sharing app, Vine, during the Super Bowl last night.
Designed to support the premier of its Calvin Klein Concept men’s underwear campaign during the first quarter of the game, the six-second Vine content consisted of various different shots of model Matthew Terry working out in his boxers.
What was clever was the simple Super Bowl-themed copy that accompanied – “Game time”, “Fighting it out in the 4th”, and “Touchdown” included. So too was there a nice use of #SuperBowl and #SB47 hashtags throughout.
Below is a selection of them. Scroll to the bottom for the full ad too…
It’s likely you’ve heard the news that Calvin Klein is launching its first ever Super Bowl campaign this coming weekend.
The 30-second spot for the brand’s latest men’s underwear offering will debut towards the end of the first quarter of the game on Sunday evening. It sees model Matthew Terry shot by creative director Fabien Baron of Baron + Baron, in a provocative commercial based on the idea of “man versus machine” (see above preview).
What’s particularly interesting however is the idea that the campaign will be supported with activity on Twitter’s new video-sharing app, Vine. According to a statement, digital content will be posted throughout the event on this new app, which allows six-second videos to be played on loop, much like animated GIFs. The news follows a variety of experiments on the platform by other brands, including Gap and Urban Outfitters (as below).
Like other social platforms before it – such as Instagram – the instant beauty of Vine has been the room for experimentation it affords brands both big and small. Take British start-up Olivia Burton watches, for instance – it’s been having a play with content this week to great effect. A simple series of product shots captured on a black and white photographic background, portray an incredibly high quality and on-brand message.
Calvin Klein will no doubt achieve the same. The next question, of course, will be how all they’re received by consumers.
Back to the Super Bowl, and Calvin Klein is also planning to push relevant content across its Facebook, Tumblr and YouTube pages on game day.
“We are a brand with a rich advertising legacy and we firmly believe in powerful, multi-platform lifestyle advertising to support and grow the brand’s image around the world,” said Tom Murry, president and CEO of Calvin Klein, Inc. “This is a significant milestone, and, as an iconic American designer brand, we are extremely proud to be able to debut the latest Calvin Klein Underwear campaign during the Super Bowl – the most watched television event annually in the United States.”
According to Nielsen, the 2012 Super Bowl had 111 million viewers, making it the most-watched television program in US history. Another interesting study showed as many as 40% of this year’s viewers are watching for the ads rather than the sport.
The Calvin Klein spot will also be included in Twitter’s #AdScrimmage and YouTube’s Ad Blitz contests for the best Super Bowl XLVII ads as voted for by fans.
How’s this for inspired… Brazilian menswear brand Reserva has launched a video of the robbers breaking into its São Paulo store, to help promote its seasonal sale.
The spot, hosted on YouTube and being pushed across social networks, shows real CCTV footage of a gang of thieves raiding the boutique in December. Placed over the top is bold red copy reading: “It’s not necessary to break the window. Just come in! Inventory clearance: up to 40% off.”
It shows the robbers smashing the window, knocking over mannequins and making off with armfuls of merchandise worth $20,000. “Hurry!” reads the next caption. “Why are people doing such crazy stuff for Reserva?”
The YouTube write-up outlines that the store until that point had been beautifully prepared for Christmas. The team had to do a quick turnaround to clean it up ready for shoppers the same morning. They opened without a glass window and hit sales target for the day by 4pm. “DO instead of COMPLAIN,” is the message.
Mesiler adds: “Complaining gets you nowhere, business is about doing things. Rather than suck lemons, it is better to make lemonade with them.” The video, aptly, is called Limonada Reserva.
The autumn/winter 2013/14 catwalk season kickstarts on Monday with London Collections: Men, the second season of a dedicated menswear event in the British capital. We’ve already heard about Topman’s planned interactive 360° live-stream experience, now, and as expected, comes news of a flurry of digital activity from the British Fashion Council once again…
The aim, it says, is to “unite fashion and digital innovation, encouraging engagement with the menswear showcase through social media, live streaming and digital presentations”.
One particularly participatory initiative is its crowdsourcing of street style content again using the #ManAboutTown hashtag. Fans on Twitter and Pinterest can contribute to an ongoing online archive of menswear looks housed on a dedicated pinboard as well as in a Facebook album. The result is designed to present the best of British Men’s Style.
Also on the BFC Pinterest page will be diary-like contributions from menswear designer Lou Dalton and journalist Charlie Porter. Dalton is showcasing inspirations and preparations ahead of her show already, followed by backstage shots and catwalk looks as they hit the runway on Monday. Porter meanwhile, will be creating an online moodboard of his favourite collection looks, street style shots and inspiring moments.
For those in attendance at The Hospital Club in London, the home of LC:M, there are also digital windows to experience. Referred to as a life-sized catwalk installation, they will feature daily video highlights from all the shows when users scan the display with their mobile phones thanks to another partnership with augmented reality app, Aurasma.
In addition to all that, the BFC will also be showcasing behind-the-scenes images over Instagram, live-streaming all the shows from The Hospital Club via www.londoncollections.co.uk/live. and screening a variety of digital presentations and fashion films. Finally, it will also be continuing its Twitter conversations throughout the event – live Q&As will be held on the @BFC account with Tinie Tempah, Toby Wiseman, editor of Men’s Health, and model Oliver Cheshire, using the #AskLCM hashtag.
3.1 Phillip Lim has proved an early addition to the onslaught of spring/summer 2013 campaign videos, with a beautiful spot for its menswear line that demonstrates martial arts tricking.
Shot by photographer Jacob Sutton, the film features real-life trickers Jason Mello and Micah Karns in action. As described by the Huffington Post, tricking is “a real-time, pan-athletic forum between floor gymnastics and martial arts skill, and extreme sports showmanship”.
It continues: “It’s like parkour without the cityscape, or half-pipe skateboarding without the board (or the pipe, for that matter). In tricking, the emphasis is on motion and creativity — and the more emphatically they’re delivered, the better.”
Topman is set to launch an interactive 360° live-stream experience for its London Collections: Men autumn/winter 2012/13 show on January 7.
The UK menswear brand will enable fans to scroll left or right, up and down to view the catwalk from any angle in a bid to make it feel ever more like they’re actually present. They can also interact with select industry insiders and celebrities in the front row, whose tweets will appear above their real location in an augmented addition to the live-stream.
“Having streamed the Topman Design show for several seasons now and commenting separately via our social channels we really wanted to try and achieve a multi-faceted live stream experience which amalgamated all in one and make the experience as personal and unique for each viewer,” said Jason Griffiths, marketing director at Topman.
The initiative launches with a Facebook App from today that invites consumers to win a pair of front row tickets to the show as well as other prizes. It will also showcase the live-stream on January 7 alongside Topman.com and the brand’s digital magazine, Topman Generation.
Romeo Beckham has been announced as the spring/summer 2013 face of Burberry’s mainline campaign.
The 10-year-old son of David and Victoria Beckham, appears in a print image and short film (as below) shot by Mario Testino, which broke online earlier today.
He wears a signature Burberry trench coat while playfully pointing an umbrella at models Edie Campbell and Charlie France who appear alongside him. Tom Odell’s “Another Love”, which featured in Burberry’s SS13 show, plays over the top.
Future content released throughout the season will star other Brits including Cara Delevingne, Charlotte Wiggins, Alex Dunstan and Max Rendell, all of whom have previously featured in Burberry campaigns or runway shows.
Chief creative officer, Christopher Bailey, said: “This season’s campaign lights up with the infectious energy of an amazing young cast of old and new Burberry family. Cara, Edie, Charlotte, Charlie and Alex are joined by Max and Romeo, who was a joy to work with and really stole the show.”
The campaign is being rolled out across “all Burberry touch points and platforms globally”. That will include outdoor and print advertising, as well as Burberry.com, Facebook, YouTube, Twitter, Google+, Instagram, Pinterest, Sina Weibo, Douban, Kaixin001 and Youku.
As with last season, consumers are also able to purchase the new collection straight from the images on Burberry.com as well as in stores.
Model David Gandy has just been announced as a key industry insider partaking in the British Fashion Council’s live Twitter Q&A this weekend.
A follow up to yesterday’s post about the digital innovations shaping London Collections: Men, he joins fellow members of the BFC’s Fashion 2012 Menswear Committee, designer Richard James and Esquire editor Alex Bilmes.
The public is being encouraged to send in questions ahead of time using #ASKLCM, touching on subjects as varied as fashion, life and love, as well as even beer, football and curry! Each session will last 30 minutes.
Here’s the full schedule:
Friday June 15, 11am
Richard James, designer
Saturday June 16, 11am
Alex Bilmes, editor, Esquire
London’s first dedicated menswear fashion week is focusing on engaging with consumers via digital, thanks to multiple innovations backed by the British Fashion Council.
London Collections: Men, which kickstarts Friday and runs through Sunday, will incorporate everything from live-streaming to pinning, as well as a film programme and augmented reality-enabled windows.
Here are some of the highlights:
Pinterest
Leading industry figures such as Jeremy Langmead, editor-in-chief of e-commerce site, Mr Porter, will share their moments from the week’s events by pinning onto the British Fashion Council’s newly launched Pinterest page. The public is also invited to participate by using the hashtag #ManAboutTown. The request is for menswear street style photos, whether taken at the event or anywhere else around the world. The resulting images will be collated on a dedicated pinboard and in a Facebook album in a bid to “provide a crowd-sourced visual collection of the best of British men’s style”.
Twitter
On Twitter, @BFC is not only pushing conversation around the #londoncollections hashtag, but hosting a series of Q&A sessions with members of its Fashion 2012 Menswear Committee, including Alex Bilmes, editor of UK Esquire magazine, and designer Richard James. The live interviews can be followed via #AskLCM.
Interactive image gallery
In celebration of The Prince of Wales officially launching the event at St James’s Palace tomorrow, the BFC has published an online image gallery dedicated to his style. Within it, users can explore outfits ranging from highland tartans to Savile Row suits, discovering the origin of each and learning more about the brand that made it. His preferred London labels are also plotted on a map alongside a picture of the related garments.
Aurasma
Following in the footsteps of Net-a-Porter’s Fashion’s Night Out and Karl initiatives, Mr Porter has teamed up with augmented reality technology company Aurasma, to bring the windows of The Hospital Club (the main hub for the event) to life. By scanning the life-sized catwalk illustrations with the Mr Porter Style Help app, users will be able to see the latest show footage.
Film and live-streaming
There is also a screening room within The Hospital Club that will run the BFC’s Fashion/On Film programme, sponsored by high street retailer River Island. Included will be an evening hosted by Test Presents with DJ and fashion luminary Jeffrey Hinton, who will show excerpts from his 80s film archive; as well as panel member Kathryn Ferguson discussing fashion film with female menswear designers, Carri Munden (Cassette Playa), Katie Eary and Martine Rose. Every show held at The Hospital Club as well as those at the Topman Venue will also be live streamed, both online and on mobile.
