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Consumers Personalize Digital Billboards in CK Campaign
Calvin Klein has launched its new “text-friendly” fragrance using mobile marketing technology in the city of Toronto. On the three largest digital billboards in the country, Calvin Klein ran ads that asked passersby to text a reply to the message, “What are you in 2?”
The question ran for 20 seconds on the billboards in a square next to Canada’s busiest mall. Mobile users could reply to the question using a shortcode and could see their message run live on one of the three billboards.
The campaign ran for two weeks before revealing the ad was for CK’s new fragrance.
This was the first teaser campaign, as well as the first live-to-screen promotion, that Addictive Mobility has managed.
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