The mobile internet can make you smell nicer, thanks to Calvin Klein and New Visions.
Calvin Klein has enhanced its existing promotional campaign with a mobile element and is offering a free sample ckIN2U fragrance to users.
Mobile comms agency New Visions has developed a WAP site that will be promoted on posters in over 20 shopping centres around the UK. Consumers can Text IN2U to 84477, get a WAP push and obtain a free perfume sample. The site is also running a iPod competition and offers downloadable wallpapers.
The campaign is part of a communications plan devised by OMD UK. Christophe Spencer, spokesperson for OMD, said: “This is the first time a premium fragrance brand has used mobile to offer samples to consumers. Mobile is starting to become an interesting medium for our clients… from the data we collect we can re-market special promotions back to our customers.
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