In a big switch for Calvin Klein Underwear, it says it will launch its new Push Positive bra line via digital channels, in
a splashy effort featuring Dutch supermodel Lara Stone.
The
black-and-white video, shot by Steven Klein, is expected to get 575
million impressions, and will begin appearing on
YouTube next month. (The company intends to break it on its social media
sites before then.) Overall, Calvin Klein says digital channels will
account for 70% of the global media mix, and include an
interactive Facebook application which allows users to share
personalized images. There will also be a hashtag sweepstakes on Twitter
as well as Weibo.
The campaign will run in the
U.S., Canada, Mexico, the U.K., Germany, Spain, Hong Kong, Korea,
Singapore, Taiwan and Philippines, with additional support in Asia
through placements on Youku, Yahoo and Nate.
The
brand, which is a division of The Warnaco Group, will also use
designated in-store stations, arming sales associated with iPads loaded
with a special app to aid in fitting. And of course, in what has
become a given for Calvin Klein’s undies, there will be billboards, with
the first appearing in New York’s SoHo this week...
Read more: http://www.mediapost.com/publications/article/180873/calvin-klein-shifts-to-digital-for-bra-launch.html?edition=50112#ixzz23iS8kBT8
No comments:
Post a Comment