Calvin Klein Launches Fragrance With SMS and Digital Billboard
Stuart from Home Office Guide sent me a press release from Calvin Klein that details their new fragrance launch and Calvin went high tech:
Calvin Klein launched its new CK IN2U fragrance with help from a buzz created by digital billboards incorporating SMS technology. Powered by Addictive Mobility, the eye-catching billboards at Toronto’s Yonge-Dundas Square invited passersyby to voice their opinions via digital media.
Toronto, Ontario (PRWeb) March 23, 2007 — Calvin Klein, one of the world’s most reputable fashion designer brands, created a buzz in the busy city of Toronto to launch their new text-friendly fragrance using mobile marketing technology powered by Addictive Mobility.
Capitalizing on the eye-catching power of three giant digital billboards, the campaign put a new spin on user-generated content by inviting passersby a chance to voice their opinions. The question “What are you in 2?” was displayed in 20-second ads during a two week teaser at the central location of Yonge-Dundas Square, right next to Canada’s busiest mall, the Eaton Centre.
Mobile users were able to express themselves via text messaging by sending a response to Calvin Klein shortcode CKIN2U and saw their message run live on one of the three biggest digital billboards in the country. The campaign ran for two weeks, allowing buzz to generate until it was revealed that the product was Calvin Klein’s new fragrance called IN2U that launched worldwide in March 2007.
Addictive Mobility powered the technology and animated the unique digital billboard signage for Calvin Klein. An interactive scrolling marquee was created so that the participants got their messages posted on the most prominent billboards in Yonge-Dundas Sq. The director of Addictive Mobility Nussar Ahmad is excited to combine user-creative content with a reputable brand as a way to express the consumer’s view. “It’s good that brands are recognizing the power of user-generated content and the cell phone is a great way to bring that communication to new outdoor environments, such as the busy streets of downtown Toronto” he notes.
It is the first teaser campaign as well as the first live-to-screen promotion that Addictive Mobility has managed. In 2007, more brands are utilizing this as a new channel. The campaign is in conjunction with Clear Channel Communications, OMD Canada, and Addictive Mobility for Coty Inc. and Calvin Klein.
I apologize for slapping you with a press release, but they must be quoted in their entirety. I just find it fascinating that interactivity is being built into things like fragrance launches. I don’t think the ‘cell phones are for phone calls’ crowd will survive the wireless generation’s marketing budgets.