02.23.11
This March, Calvin Klein will begin unveiling its newest and largest digital initiative to date — a global multi-platform campaign that includes online, mobile, print, outdoor and social media. One of the campaign's goals is tointroduce a younger demographic to the ck one brand, which debuted in 1994.
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 and underwear as well as fragrance. 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 30+ cast members featured in the campaign.
The site is designed to be highly interactive; visitors will be invited to contribute to the campaign by uploading their own videos to the site, which they will then be encouraged to share and discuss on-site and off using Facebook, Twitter and other popular social networks.
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 and underwear as well as fragrance. 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 30+ cast members featured in the campaign.
The site is designed to be highly interactive; visitors will be invited to contribute to the campaign by uploading their own videos to the site, which they will then be encouraged to share and discuss on-site and off using Facebook, Twitter and other popular social networks.