Convergence Defined:
Past, Present, and Future
Christine Leseman | ADV391K | Spring 2007
Calvin Klein recently introduced a mobile-marketing billboard campaign for its new fragrance, where consumers were asked to answer the question posed on a billboard “What are you in 2?” by text messaging to “CKIN2U.” The answers streamed live on the billboard, one by one as they were received (Emily). This combined the convergence consumer-generated answers with the advertiser-generated billboard. I would like to further this campaign by demonstrating what is now practiced, which is not just combining different forms of media, billboard and cell phone, but multiple technological devices with consumer/advertiser-generated content. This is convergence of today. |
Calvin Klein IN2U Campaign:
CK conversation, profile, avatar, the Sims
I propose, that once the text message is sent and displayed on the billboard, Calvin Klein send back a text message. It initiates conversation. It then asks multiple questions. Such as, if you texted that you are into R&B music, then it would ask “What kind?,” along with demographic inquiries, etc. It then compiles your responses and establishes a profile with your unique ID, with recommendations where the new fragrance should be spritzed, e.g behind the knee, on the risk, below the ear, and so forth, according to your personality type and interests. For example, “You’re an outdoor diva, put it behind your knee.” “You are a romantic, put it below your ear.”
To keep the conversation going, it refers the consumer to a microsite specifically for the campaign. On entering the site, enter your unique ID, and an avatar of a male or female in a specific backdrop and surrounding items appears, again based on your profile.
You can refine the avatar to look more like you. You can then save and download it for whatever you want. Share it with your friends, use it as your profile picture on Facebook.com, MySpace.com, etc. You can also download it into a computer game, such as The Sims and attract others with your fragrance, meeting other avatars that enjoy your manly or womanly scent of Calvin Klein’s IN2U. This creates a separate conversation between the consumers itself, asking “What scent is that? Where did you get it?;” in other words, a very valuable word-of-mouth chain.
Calvin Klein's current web campaign for IN2U fragrance
