In case you didn’t already see it, and now that New York Fashion Week is a go, be sure to check out this piece from Mashable on keeping abreast of it all from home: How to follow New York Fashion Week online
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.
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Some more great stories from around the web surrounding all things fashion and digital over the past week:
- Louis Vuitton releases Retracing the Trunk video (as above) [Dazed Digital]
- Target hosts interactive runway show powered by Twitter [BrandChannel]
- Q&A: John Lewis on the ingredients of a successful multichannel retail strategy [Econsultancy]
- Rosie Huntington-Whiteley’s M&S lingerie advert complaints dismissed [Vogue.co.uk]
- Chinese shoppers have gone mobile. So should brands [JingDaily]
- Fashion 2.0: Online vintage heats up [BoF]
- Three major hurdles brands face launching e-commerce in China [Fashion’s Collective]
- 50 must-have fashion apps to download now [StyleCaster]
- The most influential personal style bloggers right now [Fashionista]
Tags: advertising, apps, bloggers, campaign, China, complaints, designer, digital, fashion, influential, interactive, John Lewis, Louis Vuitton, M&S, multichannel, online, retail, runway, show, Target, Twitter, video, vintage
Some more great stories from around the web surrounding all things fashion and digital over the past week:
- Gamines and a godson star in Karl Lagerfeld’s new Chanel film [Telegraph Fashion]
- Hugo Boss bolsters runway live-streaming via mobile, Spotify [Luxury Daily]
- Warby Parker’s latest annual-report infographic is a sight for sore eyes [AdWeek]
- My Flash Trash wins second round of investment [Professional Jeweller]
- 12 fashion forward tech accessories from CES [Mashable]
- What can we learn from the top five retail brands on Twitter? [Econsultancy]
- Hearst to host technology event during NYFW [WWD]
- UK retailer woes laid bare as web prompts fashion foray [Bloomberg BusinessWeek]
- Fashion, innovation and lessons from Silicon Valley [Brand+Commercial]
And as bonus, here’s an incredible deck on social, digital and mobile stats from China. It’s bulky, but well worth the read: [We Are Social]
Tags: #NYFW, autumn/winter 2013/14, campaign, catwalks, CES, Chanel, China, digital, fashion, funding, hackathon, Hearst, Hugo Boss, Infographic, investment, Karl Lagerfeld, learnings, live stream, My Flash Trash, retail, runway, Silicon Valley, social, spotify, Twitter, video, warby parker
Digital snippets: Burberry, Marc Jacobs, Tom Ford, Nicolas Ghesquière, Hunter, G-Star, Dita von Teese15 Jan
Some more great stories from around the web surrounding all things fashion and digital over the past week or so:
- Watch Romeo Beckham run circles around his fellow Burberry models in SS13 campaign video (as above) [Telegraph Fashion]
- How Marc Jacobs is amping up the luxury e-commerce experience [PSFK]
- Tom Ford will even be inviting bloggers to his first ‘real’ runway show [Styleite]
- Nicolas Ghesquière’s first-ever tweet: an analysis [The Cut]
- Hunter takes control of British weather in global Facebook campaign [Campaign]
- G-Star Raw launches animated video campaign [WWD]
- Dita von Teese sews QR codes directly into her clothing [PSFK]
- Op-ed: Fashion’s unsung internet forums [BoF]
- Do people actually shop on phones? The answer is decidedly yes [NY Times]
- Shoedazzle taps Rachel Zoe as new celebrity spokesperson [AllThingsD]
Tags: 2013, autumn/winter 2013/14, aw13, bloggers, blogging retail, BoF, Burberry, campaign, celebrity, designer, digital, Dita von Teese, Facebook, fall 2013, fashion, fashion show, fashion week, fw13, G-Star, Hunter, internet forums, luxury, m-commerce, Marc Jacobs, models, Nicolas Ghesquière, phones, QR codes, Rachel Zoe, romeo beckham, runway, share, ShoeDazzle, social, spring/summer 2013, ss13, Tom Ford, Twitter, video, weather
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.
Tags: Aurasma, BFC, British Fashion Council, crowdsourcing, design, digital, fashion, Instagram, lcm, live, live stream, London, london collections men, londoncollections, men, menswear, Pinterest, social, Topman, Twitter
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.
As with the company’s Topshop Unique show in September, fans will also be able to “shoot the show” to instantly share images with their friends across social channels. The hashtag being pushed is #Topman360.
“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.
Tags: 360, arcadia, augmented, design, digital, Facebook, fashion, interactive, live, live stream, london collections, london collections men, men, menswear, shoot the show, show, social, Topman, Topshop, Twitter
DisneyRollerGirl published a great interview with the “Chanel Tweeter” @CC_Linlithgow this weekend.
Assumed originally to be an official Twitter account set up by Chanel surrounding its Metiers d’Art Show – this year held at Linlithgow in Edinburgh, Scotland – it did in fact turn out to be an adoring fan and local resident.
That individual, also known as Jenna, “aggregated hundreds of Instagrams, Twitpics and nuggets of as-it-happens commentary from the models, press and guests at the show”. For 10 days ahead of the event, she also provided atmospheric photos of the palace grounds being set up (as pictured) and the area’s beautiful surroundings.
Click here to read her full interview reveal: Who is the secret Chanel tweeter @CC_Linlithgow?
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