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Calvin Klein Fragrances Launches Online Brand Experience
Posted: January 27, 2009
Calvin Klein, Inc., a wholly owned subsidiary of Phillips-Van Heusen Corporation, announced that Calvin Klein Fragrances, a unit of Coty Inc.'s Coty Prestige division, has launched a new Web site for its ck IN2U fragrances. The site features an interactive virtual world, and widgets that can migrate from the site to users' social networking pages, allowing them to experience the brand in their own online worlds.
Designed as a "digital scavenger hunt" and set in a New York loft space, the site "alludes to what happened the night before," providing clues that both prompt the user to engage in the site and allow virtual sampling of the fragrance and texting of the experience. Widgets can be added directly onto social networking profiles, blogs, personal Web sites, or shared via e-mail and include a game and an application developed for Facebook that allows friends to send anonymous clues to one another until one has guessed the other's identity.
"We wanted to speak to consumers in a fun, interactive new format and introduce them to the ck IN2U couple and their lifestyle," said Stacie Hoffmeister, director, Calvin Klein Fragrances global marketing. "Users can explore the couple's connection with no commitment mind set. The Web site also gives them the opportunity to sample and keep up-to-date with the brand and experience it in their own virtual lifestyle."