Calvin Klein is preparing to launch an Advertising and marketing campaign on all fronts in march to introduce 1990s brand “CK one” to a new generation on March 1.
The campaign includes television commercials, radio spots, print advertisements and an interactive social media campaign.
What will be interesting to watch is how Calvin Klein uses social media to present a classic brand to a generation deeply immersed in the social media experience.
Social media is increasingly playing a role in brand campaigns, contributing to increasing sales and brand identity. Think about old spice and the success they had with their social media campaign.
Business is just as much about inventing yourself as it is reinventing yourself.
Calvin Klein hopes to introduce “CK one” to a younger consumers while appealing to existing consumers.
They’ve created ckone.com where visitors can see the products and get information about the 30 cast members in the campaign.
Using Twitter and Facebook, users will be able to upload videos to the site and enter discussion groups and ask cast members questions.
Mobile phones and apps will also play an integral role in the “Ck one” campaign.