Apart from the devices that I already wrote about before in my Luxury Report, such as QR codes, Facebook page with 2 million followers, iPad applications etc, I would like to especially mention the CK Box program is a visible example of the Marketing Online Strategy. Not only this online program involves the customers into the interaction with the brand but also encourages the customers to rival with one another through a Contest, bringing in the competitive edge. The internet users can now film themselves on home camera, register a message and send to CK. The best videos are placed on the CK websites. More information about this program could be found in my IQ Luxury Report.
Another interesting Calvin Klein initiative is integrating into the GQ a men’s fashion and lifestyle magazine. It is published by Conde Nast a famous and reputed in a fashion word publishing house. Calvin Klein has integrated its own content into GQ magazine’s Style Picks application via a sponsorship that hardly feels like advertising. CK bought this sponsorship directly from GQ to present its new product line to mobile shoppers. The ad unit is what NearbyNow calls a “sponsored guide,” and it is full of interactive content such as model shots, a product catalog and videos.
Within the application, consumers can click on a model with a new summer look and get a list of all the products that model is wearing. For those users who like what they see, they can find the closest Calvin Klein to store to go try it out.
The GQ Style Picks application targets men looking for quick style advice. All of the picks, tips and videos are short and to the point, perfect for the man on the go. One more time the application proves how progressive the Calvin Klein is about their Marketing Strategy. The application in a guide destined to advertise the product in a more creative and less pushy way, using a new technology is a marketing tool.
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