Calvin Klein have revamped their CKone line which used to be the name used for their unisex fragrances and has transformed it into a global lifestyle brand including jeans, fragrances and underwear aimed at a younger demographic. Unveiled on March 1st 2011 this is Calvin Klein's biggest digital initiative - using online, mobile, print outdoor and social media networks it appears CK have tapped into all the channels.
The new ckone.com website is highly interactive, inviting users to shop, learn about the 30 cast members in the campaign and contribute to the campaign by uploading their own videos to the site and discussing the brand both on-site and off-site using Facebook, Twitter and other social media.
Mobile Apps have also been created for iphone to further the CKone experience.
Print ads feature still shots from the video and encourage users to connect on the web and via their mobiles. Although Calvin Klein have used technology creatively in the past the commitment to the digital age in this marketing campaign really stands out.
JB
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