How do you launch a new fragrance in the youth market if not using new media tools and spaces? ck IN2U is a new parfume by Calvin Klein especially conceived for the technosexuals, a somehow scary word used to define young people aged 18-25 who communicate among each other using sms and emoticons, blogs and Myspace tools but also have a strong sense of aesthetics. CK even trademarked the term in anticipation of its launch of CK in2u. The brand is using mobile marketing in Toronto with a series of digital billboards that invite consumers to interact and read their messages displayed on the big screens. The online effort also includes the first ever (wow!???!) launch of a fragrance into Second Life. Situated on Avalon, the first island in Second Life to command a real-world land value, ck is also launching the ‘what are you in 2?’ photography competition and gallery, offering Avatars, the inhabitants of Second Life, the chance to post a ‘snapshot’ of any image that inspires them in the virtual world. Entries can be uploaded daily in the ck IN2U gallery and the winner will become a millionaire ( in Second Life only!).
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