Calvin Klein Underwear will run augmented reality ads in 12 editions of GQ, beginning with the magazine’s April edition that will hit newsstands on March 23. The ads will promote the brand’s Calvin Klein X line.
Readers can go to xmarkyourspot.com and hold up the ads to webcams to view videos of campaign models. Digital agency Syrup created the microsite and social portions of the campaign, with Laird & Partners handling the offline components and creating the videos.
The print ads are part of an integrated effort that includes banner ads, as well as Twitter and Facebook presences. The company is also planning a user-generated component on the microsite.
“Calvin Klein really wanted to, within its aesthetic, showcase the product, getting people as involved as possible with it,” said Peter Hunsinger, VP and publisher of GQ.
Augmented reality ads for “X marks your spot” will also appear in GQ‘s China, Korea, Australia, Mexico, Taiwan and India April editions, as well as the May magazines of the France, Germany, Spain, Italy and UK edition.
Calvin Klein declined to comment beyond issuing a press release. Syrup confirmed it worked on the campaign, but declined to comment further.