Calvin Klein Fashions Ambitious New Social Media Campaign

 

Calvin Klein is hoping to reintroduce an iconic '90's brand.

If that giant, mischevious QR Code campaign from last summer wasn't enough, CK is kicking off an ambitious new, multiplatform campaign for the CK One brand that may be it's most extensive - and innovative - initiative yet.

There's the site, ckone.com, which will enable visitors to shop for CK products and learn about 30 cast members (presumably some of the folks featured in the video above) from the campaign. Users will also be able to upload videos and discuss the brand across social platforms like Twitter, Facebook, Ren Ren and more.

There will be digital outdoor billboards and print advertising.

And there are mobile apps that give users access to content, social media and augmented reality experiences.

What's nice is that instead of just linking to content, consumers are invited to become part of the campaign in what may be CK's most extensive social media initiative ever. What's also nice is that CK gets that digital is not a replacement for traditional - it empowers it.

The campaign breaks March 1, and will no doubt captivate industry press. At least until Apple's iPad 2 launch hijacks everyone's attention, March 2.

Read more about the campaign, here.

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