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Take a look at Calvin Klein’s Vine posts during Super Bowl XLVII

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…

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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