Calvin Klein goes Mobile

Calvin Klein is adding a mobile element to the campaign to promote the launch of its  ckIN2U fragrances in the UK, with a WAP site developed by New Visions, which will be promoted on posters in over 20 top shopping centres around the country.
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. You can access the site by texting IN2U to 84477.
On the mobile site, consumers can also download wallpapers, send the site link to a friend and also obtain a list of stockists for the fragrance.
The campaign is part of a communications plan devised by OMD UK. OMDs  Christophe Spencer 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.”
New Visions is a full service mobile agency working with clients including EMI, Harper Collins, ActiVision, VNU, Warner Bros, RSPB and Strongbow. The company provides creative, retail, media and marketing solutions to brands and service providers who want to reach out to consumers via mobile.