March 23, 2007
Calvin Klein rings up billboards in new CKIN2U fragrance campaign
Fashion label Calvin Klein has debuted a new fragrance in Toronto, Canada, using a mobile-marketing billboard campaign, reports DM News.
"The campaign was powered by Addictive Mobility and let consumers send mobile responses to three digital billboards in Yonge-Dundas Square.
The question “What are you in 2?” was displayed in 20-second ads during a two-week promotion. Mobile users were able to respond to the billboard by text messaging Calvin Klein “CKIN2U” and see their message run live on the billboard.
The campaign ran two weeks until it was revealed that the product was Calvin Klein's new fragrance IN2U that launched worldwide in March 2007. "
Related:
-- ""in2you", Calvin Klein's text speak fragrance - Calvin Klein's new fragrance, "in2u" is targeted at the hip 20-somethings of the MySpace generation, with a name that draws on text message shorthand used by the so-called "technosexuals" - a buzzword Calvin Klein trademarked last year.
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