Calvin Klein will begin unveiling March 1 its largest digital initiative to date — a global multi-platform campaign that includes online, mobile, print, outdoor and plenty of social media.
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.
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. Calvin Klein designed the website to be highly interactive. 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.
Mobile apps have been created for iPhone, Android and Symbian devices to further the experience with additional content, augmented reality features and social media integration.
All of this won’t be fully available, however, until March 1. A teaser for the initiative debuted Wednesday onckone.com. LED advertisements for the mobile apps will grace Calvin Klein’s landmark billboards in New York, Los Angeles and other major cities as well as at select subway locations beginning March 1. Print ads, featuring still shots of the videos and encouraging readers to connect on the web and via their mobile phones, will appear in the April editions of major magazines.
Although Calvin Klein has used technology creatively for marketing purposes in the past — particularly in the brand’s use of live streaming and its much-buzzed-about QR code billboard — the campaign marks a further commitment to social media than in past promotions. Users are connected to their networks and each other at every facet of the campaign and, like Burberry’s Art of the Trench, invited to become part of the campaign themselves.