Calvin Klein is betting on sexting and Tinder to help fuel the next iteration of its #mycalvins campaign. The predominantly digital program will span 27 markets that will include nontraditional outdoor media, such as large-format static LED screens and street furniture in key global cities like Bangkok, Thailand and São Paulo. The lead image – a same-sex embrace featuring male models Reid Rohling and Ethan James Green – will replace eyewear on the brand’s signature billboard on Houston Street in SoHo here Aug. 3. In-book advertising is slated to run in September books starting in early August and an advertising rollout with Vice Media will begin in the fall in 10 markets. An integrated digital partnership with Tinder will go live in the fall, as well, featuring an in-app campaign giving users the choice to swipe right or left. Paid social media advertising is part of marketing spend, including promoted content on Facebook, Instagram, Twitter and YouTube to reach the brand’s collective 20 million social followers.
(Tipped by JMG reader Alan)