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Calvin Klein enhances their existing promotional campaign by adding a mobile element to promote their new ckIN2U fragrances.
The mobile WAP site developed by New Visions will be promoted on posters in over 20 top shopping centres around the UK.
Consumers are incentivised to text in and gain access to the ckIN2U mobile site to obtain a free sample of the fragrance. In addition consumers can enter to win exclusive ckIN2U iPods on offer as part of the promotion. Access to the site is Text IN2U to 84477.
On the mobile site consumers can also download wallpapers, send the site link to their friend and also obtain a list of stockists for the Calvin Klein fragrance.
The campaign is part of a communications plan devised by OMD UK.
Christophe Spencer of OMD says, “This is the first time a premium fragrance brand such as Calvin Klein has used mobile to offer samples to consumers. Mobile is starting to become an interesting medium for our clients, we can obtain data from customers who are interested in our clients products and from the data we collect we can re-market special promotions back to our customers.