Calvin Klein's One Day Time's Square Billboard Worked

So that we aren't accused of simply highlighting odd advertising stunts without giving credence to their success or failure, we point you to a MarketingSherpa study that examined Calvin Klein's one day "live" billboard in which male and females Calvin Klein models hang out in a board constructed to look like a living room. Usually these things are tossed off as stunts purely to garner media attention which, though not a bad thing, doesn't always translate into sales. This time it did. Times three, in fact. The promotion, along with achieving media coverage in 15 countries, 100,000 visitors to the campaign's microsite and 20,000 street team sample packs gone by mid-day and another 20,000 but day's end, netted three times normal sales for CK One at the nearby Macy's Herald Square location.

Written by Steve Hall    Comments (0)     File: Brands, Outdoor, Research     Nov- 2-05