Creative Best Practices Emerging Platforms Media Planning & Buying

Video: Forget Those Racy Billboards – Calvin Klein's Showing Off Its QR Codes

Posted by Rick Mathieson on July 14th, 2010 at 2:13 am
YouTube Preview Image

Even Calvin Klein's trying QR codes on for size.

The fashion retailer - often dinged for racy billboards - has replaced three of its billboards in NYC and Los Angeles with giant QR codes with the headline "Get It Uncensored."

Snap a photo with your smart phone and you get an exclusive, 40-second commercial featuring models that can then be shared with friends via Facebook and Twitter.

Clearly this is a test - I'm not sure a standard-issue commercial is that compelling as a response deliverable to a QR code - TV can do that. But it points to some exciting possibilities for CK.

Indeed, in my new book, THE ON-DEMAND BRAND, I look at highly interactive experiences that brands like Coca-Cola, Domino's and others are enabling through QR codes and other forms of 2D barcodes.

Still, Calvin Klein may just put them in fashion with a whole new wave of innovative brands.

Read more about CK's billboard QR codes here.

One Response to “Video: Forget Those Racy Billboards – Calvin Klein's Showing Off Its QR Codes”

  1. David J Lowe says:

    I think that only time will tell how QR does in the world of billboard advertising. I've seen designers add really funky designs on top of QR codes so that it looks more interesting than a giant barcode. Personally I think the creatives who worked on this could have come up with something a little more exciting.
    @popup52

Leave a comment