youtube
Linkedin
twitter
Facebook
Chic. Interactive. Modern. Calvin Klein.July 16, 2010 – 4:03 pm |
 Abdul Fattah Ismail |
|||
This week, seminal fashion label Calvin Klein has posted two pixellated advertisements, known as QR codes, in New York and Los Angeles, with the title “Get It Uncensored.” Those citizens with smartphone capability can take a picture of the ad, which is followed with a 40-second clip and links to share through social media streams. Normally, you’ll see these codes on a much smaller scale, like your monthly GQ or Vogue issue. Calvin Klein, despite the struggles of apparel sales, continues with their traditional risks in advertising strategy. As a result, they offer a peak into the future.
The advent of location-based software, the Old Spice guy’s personal video responses, and Lego’s augmented reality boxes demonstrate a shifting, lawless era of interactive marketing. They are being redefined by the quarter and demonstrate viewer participation at unprecedented levels. The dimensions of this participation are so unclear that one could be within a universe where tangible senses are stimulated but stulted at the same time. Before too long, you will see location-based augmented reality QR codes at your local transportation stop. You may also just get exhausted and fall asleep on the train.
In New York, one ad is located on Lafayette and Houston by the BP gas station, while the other is on 20th street and 10th avenue in Chelsea, near the High Line. For my cohorts in LA, it’s on Sunset and Havenhurst in West Hollywood. They will be pulled on July 15th, so go snap. Quick. For the uninitiated, here’s an image of the billboard.
