A new digital initiative from Calvin Klein incorporates social media, online, mobile, and print platforms that is purposely for redesigning the company’s ck one brand of unisex perfumes into a larger, more global line of jeans, underwear, and fragrances.
Debuted in 1994, Calvin Klein will strive to gear the products of ck one towards a more young demographic of customers. To be unveiled March1, the ckone.com website will host updates that enable visitors to explore the brand, learn about the 30 cast members who are part of the campaign, and obviously shop Calvin Klein products.
Visitors will also be able to upload their own videos, discuss the brand on the site itself as well as use Facebook, Twitter, and other social networking sites. The cast of the campaign will boost discussion by asking questions, using the site as a forum.
Calvin Klein has also developed mobile applications for iPhone, Android, and Symbian smartphones, all of which integrate social media features.
Juliana Kenny graduated from the University of Connecticut with a double degree in English and French. After managing a small company for two years, she joined TMC as a Web Editor for TechZone360. Juliana currently focuses on the call center and CRM industries, but she also writes about cloud telephony and network gear including softswitches.
Edited by Juliana Kenny
