Calvin Klein is set to unveil its newest fragrance, Encounter, in September of this year via a unique digital and interactive campaign featuring True Blood's Alexander Skarsgård and supermodel Lara Stone.
The campaign now has a dedicated website where visitors can unlock more parts of the story and complete various challenges along the way, with the goal of unlocking the entire short film detailing the "encounter" between the two celebrity actors.
Completing all of the challenges along the way and unlocking the entire film grants the person an entry in a prize drawing, furthering the incentive to stay engaged with the brand. Not only is there an organic push to promote this, but Calvin Klein is also supporting the campaign with paid media across multiple channels including all of the big social media outlets.
This is a prime example of how a brand can promote a product launch using great storytelling along with a multichannel paid and organic advertising campaign.
What do you think about the concept? Check out the gif images and the trailer for the film on the site by clicking here.
Do you have any other fun interactive and/or digital product launches that you would like to share with us? Please comment and let us know so we can post it here for everyone else to enjoy as well!
Thanks to POPSOP for helping to inform this article.
Image credit: Calvin Klein.