It's the Tommy Hilfiger brand's 25th birthday this season, and on Sunday we're in for what is sure to be a fabulous runway show, followed by a big party where The Strokes are rumored to be playing. But until then, Tommy wants to get into your head. The company has launched a new ad campaign entitled Meet the Hilfigers--you might have noticed it in the September books--featuring Fall 2010 runway looks. But this isn't your typical print campaign. Each model plays a character, from wannabe actor Noah to off-kilter socialite Issie. (You can read all about them here.) Starting today, the Hilfigers will begin making public appearances. First at the US Open, then at Fashion's Night Out. Here's the social media bit: Each of the characters--Chloe, Noah, Jacquelyn, and Lea--will be broadcasting their "lives" via Twitter. Their handles will be announced shortly via the official Tommy Hilfiger Facebook and Twitter pages. This is all kind of goofy, but in a good way. (Plus, it doesn't hurt the Hilfiger boys are all pretty cute.) So many big brands--luxury, mass, and in-between--are ultra lazy when it comes to social media. They think throwing up a Facebook page and calling it a day works--it doesn't. We applaud Tommy for doing something different and are eager to see how it pans out.