Calvin Klein Will Periscope are living-stream Its Fall ad marketing campaign

This weekend, Calvin Klein might be using its Periscope channel to offer fans a are living, behind-the-scenes look at the making of its Fall 2016 advertising campaign.

“There’s always been form of a mystique behind the Calvin Klein promotion campaigns normally—actually about, who’s going to be the face, what’s the ability, is there going to be a celeb,” says Melisa Goldie, Calvin Klein’s chief marketing officer.

through Periscope, the Twitter-owned reside-streaming platform, Calvin Klein will exhibit viewers a mixture of are living photos from the marketing campaign shoots, interviews, and “intimate moments” with the campaign skill, all shot with a mixture of GoPro cameras and iPhones, Goldie says.

“by using capturing the whole lot on the iPhone, it’s going to feel very authentic and very uncooked and very spontaneous, and that’s extraordinarily necessary to our brand,” she says. “Periscope simply lends itself to that.”

The reside move might be to be had from Friday via Sunday, via Periscope and Calvin Klein’s Twitter account. the corporate tries to use a mixture of social media platforms to connect immediately with shoppers—something Goldie says fans now are expecting from manufacturers—with specialists focusing on creating content material tailored for structures Instagram, fb, Snapchat, Twitter, and, now, Periscope.

“We’re a brand that’s always about picture-making, so we will ensure that it has a Calvinesque aesthetic about it, however truly genuine to the platform,” she says.

Goldie says Calvin Klein isn’t concentrated on any specific age demographic, although the logo expects to achieve shoppers who’re “youthful in mind” and “engaged in social media.”

Twitter has assisted Calvin Klein in getting ready for the printed, on the way to be the craze model’s first major foray onto Periscope.

“We’ve by no means done this prior to, which makes it so thrilling,” says Goldie. “We’re very excited about the spontaneous nature ourselves, and in reality with the ability to provide that to our audience.”