Last week, YSL sent a racy new video promo/ad film by fashion photographer Bruce Weber into cyberspace (New York magazine labeled it NSFW because of the nudity).
Now comes word that fashion’s long-time envelope-pusher Calvin Klein is launching a profanity-laced, Internet-linked campaign for his new X brand of underwear.
The global and digital campaign features two American actors — Kellan Lutz of “Twilight” (right) and Michael Brooks of “True Blood” — along with Spanish tennis star Fernando Verdasco and Japanese soccer star Hidetoshi Nakata.
The international reach of social networking sites is being embraced by the company through the launch of its first multi-national, racially diverse photo campaign through the Internet.
According to the WWD Website, “a record 19 percent of the ad buy is going toward digital platforms, including Facebook, in 15 markets, and dominant portals and search engines in China (largely Tudou and Baidu) and South Korea (Naver), together having the potential for 66 million impressions. Digital ads will link to Xmarkyourspot.com, a destination for all materials and videos featuring the four models, allowing consumers to see behind the scenes and hear them speak.”
“Teasers for the digital campaign begin later this month, leading to a full reveal on March 1 to coincide with print and outdoor ads, which also have some digitally advanced elements. Ads in GQ will have an augmented reality component allowing consumers with Webcams to view 3-D effects. All in-store visuals will have QR codes that, when scanned with mobile phones, link to videos,” WWD added.
This is going to be a huge success. Companies who started utilizing the internet, especially social media, to introduce their products experienced a huge huge increase in sales. Conventional ad companies should think of something fast or they’ll be out of business soon.
Comment by Ct Pest Control — February 24th, 2010 @ 12:57 pm