Calvin Klein is launching its biggest ever global digital campaign to reposition its CK One unisex fragrance as a lifestyle brand.
The campaign aims to bring Calvin Klein’s jeans, underwear and fragrance categories together into a unified concept and will feature an all-star cast of models, artists and performers, including Dutch supermodel Lara Stone and Pixie Geldof.
It will integrate video, social media, outdoor, mobile apps and a dedicated website, which will act as a hub for all the activity.
Calvin Klein says interactive user-based experiences will be a key focus for the campaign, and consumers will be encouraged to upload their own videos to the site, which will be positioned alongside videos of the cast.
Users will also be prompted to view and share profiles with the campaign cast members and answer their questions.
The campaign will also be supported by mobile apps for iPhone, Android and Symbian, with social media integration and augmented reality programmes. The apps will allow users to communicate with the cast through videos and other social media.
LED billboards in locations such as New York City, Los Angeles, London, Paris, Hong Kong and Barcelona will also host the campaign. The outdoor creative will encourage users to download a CK One app to scan QR codes and unlock more content, including exclusive videos.
Calvin Klein resident and CEO Tom Murry said, “This is an important global multi-product launch and represents our largest digitally focused campaign. The emphasis on social media and the interactivity of this campaign serve to redefine the CK One brand for a new generation.”
Teaser activity has already appeared online, with the full reveal launching on 1 March.
This story first appeared marketingweek.co.uk