Calvin Klein rings up billboards in new fragrance campaign

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Fashion label Calvin Klein has debuted a new fragrance in Toronto, Canada, using a mobile-marketing billboard campaign.

The campaign was powered by Addictive Mobility and let consumers send mobile responses to three digital billboards in Yonge-Dundas Square.

"We are seeing less commodity-based programs and more innovative-based programs like 'CKIN2U txt 2 screen,'" said Audrey Wu, a spokeswoman for Addictive Mobility, Toronto. "Brands are realizing they must provide very strong incentives for consumers to interact with the brands, a service or reward to entice them."

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.
Addictive Mobility powered the technology and animated the digital billboard for Calvin Klein. An interactive scrolling marquee was created so that the participants saw messages posted on the billboards in real time.

Some campaigns are using mobile marketing with old technologies.

"We see the combination of new and old technologies as a great mix as SMS alone may not provide the results," Ms. Wu said. "We did a campaign which used SMS Integrated Voice Response. But with the rollout of 3G networks and Apple iPhone in 2007, you will see more advanced programs that involve the mobile Internet, such as video streaming and better mobile Internet sites. Overall, for 2007 you will see fewer campaigns, but the quality will be better."

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