Calvin Klein launches new brand with interactive electronic billboards

Calvin Klein recently launched its new IN2U fragrance line in Toronto by buying time on a huge electronic billboard in Yonge-Dundas Square, right next to Canada's busiest mall, the EatonCentre (with its wacky Canadian spelling). According to this article at PR-Inside, The question "What are you in 2?" was displayed in 20-second ads during a two week teaser period before the fragrance was launched, and viewers were encouraged to text in a response that would be displayed live (or nearly-live) on the billboard.

No word on results, or even the total number of people who participated during the 2-week run, or whether CK plans to do this sort of thing again in the future.

I've seen or heard about at least a dozen buzz marketing campaigns that had people text a response to see it appear on a huge digital billboard (most often in Times Square), and while they make a cool demo and certainly attract the attention of the kinds of people that would like to see their name up in lights, I've always wondered about their efficacy (mostly because I have no idea how much it costs to rent screen times on those behemoths, but I imagine it can't be cheap).

Tags: electronic billboards, buzz marketing, interactive billboards, Calvin Klein