Rachel Arthur
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…
Touchdown: http://t.co/V70Erbv4 #SuperBowl
— CALVIN KLEIN (@CalvinKlein) February 3, 2013
Game time: http://t.co/4OT8zzPc #SuperBowl
— CALVIN KLEIN (@CalvinKlein) February 3, 2013
Halftime show: http://t.co/Z7k8R9Te #CalvinKlein #SB47
— CALVIN KLEIN (@CalvinKlein) February 4, 2013
Pumped for the game: http://t.co/CB2P0Thw #CalvinKlein #SB47
— CALVIN KLEIN (@CalvinKlein) February 3, 2013
Here's more of @MrMattTerry: http://t.co/fzFcjibn #CalvinKlein #SB47
— CALVIN KLEIN (@CalvinKlein) February 4, 2013
Fighting it out in the 4th: http://t.co/OdlfHKUc #SB47
— CALVIN KLEIN (@CalvinKlein) February 4, 2013