Calvin Klein Jeans: "Uncensored" Kampagne 2010

QR (Quick Response) Code für unzensurierte Werbung

– Auftraggeber: Calvin Klein
– Agentur: The Ace Group, NYC
– Locations: New York (2x), Los Angeles (1x)
– Launch: Juli 2010
– YouTube-Video: http://www.youtube.com/watch?v=r32RNUiamiI&NR=1
– CBS Bericht auf YouTube: http://www.youtube.com/watch?v=-n9bTSwgCIc&feature=fvw

«Iconic fashion brand Calvin Klein has pushed the envelope with semi-nude Times Square ads, but the latest move is both subtle and aggressive. This week it replaced two major Manhattan and one Sunset Boulevard spots with a king-sized QR code (you know, those pixellated box equivalents of bar codes). People can take a picture their smartphone and the cell phone will play a 40-second ad, give links to share the ad via Facebook or Twitter and connect users to the website.
Like Twitter feeds or company URLs, QR codes will become a standard in advertisements within a few years. The impressive part is Calvin Klein taking a risk on this scale — QR codes usually appear in magazines, not on 30-foot billboards.» Damon Brown, http://www.bnet.com

«Calvin Klein recently incorporated QR codes on billboards in New York and Los Angeles as part of an advertising campaign promoting the brand’s latest introduction, Calvin Klein Jeans X. Billboards in both cities display a giant Calvin Klein QR code that gives people access to an “uncensored” :40 Calvin Klein video via their mobile phone. Created by The Ace Group, the video also includes an option for people to share it on Facebook and Twitter, enhancing the social networking aspect of the campaign, which I like.
By using a unique QR code, CK is able to deliver engaging and exclusive content to people in a very interactive way at the exact time they are viewing the ad/billboard. This is a big reason why I like this campaign initiative and its’ use of QR codes. I definitely think other brands should look at incorporating QR codes into their marketing strategy as a way to immediately engage users right at the point of first contact. What do you think?» Matt Stengel, http://www.mattstengel.com