The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Social Media Digital

Calvin Klein to re-launch ck one brand via social media

Author

By The Drum Team, Editorial

February 23, 2011 | 2 min read

Calvin Klein will next week unveil a global multi-platform campaign to help re-launch their 1990's brand ck one.

The campaign is designed to transform ck one into a global lifestyle brand that includes jeans, underwear and fragrance. It will also target a younger demographic to the brand, which launched in 1994.

ckone.com will allow visitors to contribute to the campaign by uploading their own photos and videos to the site, while plans are also being made to tap into regional social media networks like Ren Ren and Weibo in China as well as Facebook and Twitter.

Mobile apps have been created for iPhone, Android and Symbian devices and will feature additional content, augmented reality and ensure social media integration.

LED advertisements for the mobile apps will appear on Calvin Klein landmark billboards in major cities worldwide, while a print campaign in fashion and culture magazines will begin in April.

The campaign will boost Calvin Klein's marketing after recent successful trials in live streaming and QR code billboards in America.

Social Media Digital

More from Social Media

View all

Trending

Industry insights

View all
Add your own content +