Calvin Klein Inc., a wholly owned subsidiary of PVH Corp. will broadcast elements of its fall global multimedia ad campaign production on Periscope during the campaign’s creation process.
Beginning today, viewers can see how the Calvin Klein campaign gets made in real-time on Calvin Klein’s Periscope channel. Select talent from the campaign will be revealed through the broadcast, and viewers will be able to see behind-the-scenes activity from the shoot.
Melisa Goldie, chief marketing officer of CKI, said, “Calvin Klein is a brand that thrives on storytelling. As the fashion industry evolves its approach to consumer engagement, we believe that real-time access into a Calvin Klein advertising campaign would be a compelling and innovative way to tell our story to consumers globally.”
Chris Riedy, director of retail sales at Twitter, noted that by using Periscope to give their fans access to exclusive content from their shoot. “Calvin Klein succeeds in connecting with a live, engaged audience in a compelling, powerful way.”
The live-stream will be available from today through March 20 at periscope.tv/calvinklein and twitter.com/calvinklein. In addition, special content from the shoot will be released on Calvin Klein’s Snapchat and Instagram platforms during the shoot process. A first look at Periscope showed vine star Cameron Dallas.
Calvin Klein declined to reveal the photographer and the talent for the fall campaign. This spring, the company is featuring such celebrities as Justin Bieber and Kendall Jenner in its ads.