The Calvin Klein brand will roll out an amped up project in ck one, March 1, and it is predicted to be the brand's largest, most intricate digital initiative to date. It will be a global, multi-platform campaign that includes online, mobile, print, outdoor and plenty of social media. Sounds dope, and I'm sure you'll notice. The campaign is designed to transform ck one, previously the name of a line of unisex fragrances, into a global lifestyle brand that includes jeans, underwear and fragrances. It also aims to introduce a younger demographic to the ck one brand, which debuted in 1994. A ton has changed since then. The way we, the consumer, communicate with each other and interact with businesses in addition to the way we shop.
Mashable.com reports the heart of the initiative will live on ckone.com, where visitors will be able to explore the brand, shop its products and learn about the more than 30 cast members featured in the campaign. CK designed the website to be highly interactive, promoting consumer feedback and involvement with the project.
The company will invite users to contribute to the campaign by uploading their own videos to the site and and discussing the brand on-site and also off-site using Facebook, Twitter and other popular social networks (such as Ren Ren and Weibo, which are popular in China). The cast also will ask users questions.
The features in full will not be fully available, however, until March 1. A teaser for the initiative debuted yesterday on ckone.com.
Although Team Calvin Klein has used technology creatively for marketing purposes in past ventures, this campaign is designed from a completely different foundation. Users are connected to their networks and each other at every facet of the campaign. I see you shining CK...
#BigUps Mashable.com
SCREAM @ ME!!!
Mashable.com reports the heart of the initiative will live on ckone.com, where visitors will be able to explore the brand, shop its products and learn about the more than 30 cast members featured in the campaign. CK designed the website to be highly interactive, promoting consumer feedback and involvement with the project.
The company will invite users to contribute to the campaign by uploading their own videos to the site and and discussing the brand on-site and also off-site using Facebook, Twitter and other popular social networks (such as Ren Ren and Weibo, which are popular in China). The cast also will ask users questions.
The features in full will not be fully available, however, until March 1. A teaser for the initiative debuted yesterday on ckone.com.
Although Team Calvin Klein has used technology creatively for marketing purposes in past ventures, this campaign is designed from a completely different foundation. Users are connected to their networks and each other at every facet of the campaign. I see you shining CK...
#BigUps Mashable.com
SCREAM @ ME!!!
No comments:
Post a Comment