Tagged 'calvin'

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

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.

Nike Launches 'Write The Headline': Massive, Facebook, Twitter-Powered LED Sign

Posted by Rick Mathieson on June 22nd, 2010 at 6:09 pm

Turns out "Write The Future" was just the beginning.
The Nike World Cup juggernaut continues, now with "Write The Headline," a giant LED sign on the Southern Life Center building in Johannesburg.
Fans around the world can send messages from Facebook, Twitter (#nikefuture), QQ (a Chinese chat program" and Mxit (a South African IM app). It's so huge, it can be read as far as 2.5 kilometers away.
The idea: You write the future, projecting an animation as well as your personal message, on the city's fourth tallest building.
In my new book, THE ON-DEMAND BRAND (available everywhere books are sold), I look at similar efforts from the likes of Calvin Klein, BMW, 42Below Vodka and others. These kinds of initiatives work best with mobile, of course, as consumers on the scene are able to text their personalized messages and experience them on the spot.
Nike seems to own this World Cup - writing its own game plan by enabling consumers to do the same.
Read more about Nike "Write The Headline" here.
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