Calvin Klein QR Code Campaign (2011 InterACT! Virtual Show session)
Sponsored by: Konica Minolta
Speakers: Val DiGiancinto, Vice President, Interactive Solutions, The Ace Group
Click above/below to view this webinar, originally offered as a session at the 2011 InterACT! Virtual Conference & Expo.
In order to raise awareness for Calvin Klein's new jeans line, it used QR Codes to deliver behind the scene edgy content. By making the video content exclusively mobile, users were forced to scan the QR Code to get the controversial footage of Lara Stone. The campaign, created by the Ace Group in New York City, went viral due to ease of sharing from mobile-to-mobile and mobile-to-social network.
Why make this campaign exclusively mobile? Prevent leaks before the campaign's release, allow the campaign to go viral around the world and to test the effectiveness and adaptation of QR Code technology domestically.
Click here to view this session today.