With so many new trends developing in the world of social media marketers are constantly turning to several new digital elements to make their ads stand out.
Calvin Klein, the clothing maker responsible for increasing the sex appeal of already famous “Twilight” vampire Kellan Lutz, has begun running a augmented reality ad in GQ to promote the CK “X” line. Calvin Klein has made the perfect choice in selecting spokesmodel Lutz as the frezny assocaited with the actor will not only serve as word of mouth promotion amongst peers but also in introducing the technology to parents.
The campaign allows consumers, when they hold the ads up to webcams, to view videos of campaign models. According to Jim Buckley at Valpack, another company currently using augmented reality states, “It adds a level of interactivity with a print product that was impossible before.”
I think this marketing technique is fantastic as it uses not only print and interactive media, but it combines the two! It’s entertaining, different, and the will help consumers who are reluctant to adapt to new kinds of media bridge the gap. The only pitfall I see is that with the expection of laptops most computer desktops are sold without the webcam component, excluding part of the population from participating in this new marketing. Or perhaps it will increase the sale of webcams. Hmm..?
