Calvin Klein launches mobile campaign for Ckin2U

by Victoria Frost, Brand Republic 17-Aug-07, 10:00

LONDON - Calvin Klein has teamed up with mobile agency New Vision to launch a Wap site to promote sampling of its new fragrance Ckin2U

The mobile campaign, part of a communications plan devised by OMD UK, will be publicised in shopping centres across the country over the next two weeks. The site supports existing print and television advertising for the fragrance.

Christophe Spencer communications planner at OMD, said: "This is the first time a premium fragrance brand such as Calvin Klein has used mobile to offer samples to consumers.

"Mobile is beginning to become an interesting medium for our clients, we can obtain data from consumers who are interested in our clients' products and from the data we collect we can re-market special promotions back to our customers."

Upon accessing the Wap site consumers will be able to request free samples of the fragrance, enter a competition to win Ckin2U iPods and download wallpaper. They will also have the option to tell a friend about the service and obtain a list of stockists.

Consumers can access the site by texting IN2U to 84477, and will be charged at their network's standard rate. The site is free to browse.