CALVIN KLEIN UNDERWEAR

CLIENT MESSAGE:
To launch its new Naked Glamour Underwear Line, Calvin Klein wanted again to push the edge of its brand to "sexier than naked" with messaging about its new underwear that underscored the legendary Calvin Klein tone.

METHODOLOGY:
Surrounded by a closetful of lingerie Celebrity stylist Annabel Tollman and lingerie expert and author Jene Luciani embedded the messaging while discussing past and present of women's bras and talking to Calvin Klein Facebook fans via Skype, through web chat rooms.

MEDIA STRATEGY:
VIDICOM created a 30 minute live web broadcast  and streamed 30 minutes live through Calvin Klein's Facebook page and  via Livestream. Our interactive team queued and pre-screened Skypers and web chatters to feed the hosts questions which promoted direct interaction and engaged viewers. Video shorts were produced for roll -ins before, during and after the web show . Post event strategy included distribution of webisode content.

RESULTS:
LIVE TV:
7 million impressions

LIVE online:
10,000 streams (Livestream & Facebook)
15,005 total viewer minutes
46% new visitors
4,560 viewers