INTERNATIONAL. Calvin Klein Inc, a wholly owned subsidiary of Phillips-Van Heusen Corp, along with Calvin Klein Fragrances, a unit of Coty, and The Warnaco Group, which owns and operates Calvin Klein Underwear and is the global licensee for Calvin Klein Jeans and Swimwear, has announced that ck one has formed a global partnership with Viacom International Media Networks (VIMN) and MTV that will establish the brand as an exclusive sponsor of MTV PUSH, MTV’s initiative dedicated to introducing and establishing the best new musical artists in the US and around the world.
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ck one will present a series of exclusive live music events this spring, in some of the world’s major music hubs |
The partnership’s fully integrated marketing and events campaign culminates with live music events in five cities across three continents in support of the launch of ck one’s new lifestyle line of jeans, underwear and swimwear, as well as ck one’s first global ad campaign and new website.
Internationally, ck one will present a series of exclusive live music events this spring, all set to take place in some of the world’s major international music hubs, including London, Berlin, Beijing and Mexico City. Each event will feature former MTV PUSH headliners alongside supporting acts and DJ’s from each region.
Following each event, filmed content will be available to view via the MTV PUSH pages on all of MTV’s international websites – as well as on the recently launched ckone.com. Further announcements will be made with regard to the event dates, venues and specific artists at a later date.
“MTV continues to lead the way when it comes to engaging millennials in impactful and innovative ways,” commented Dave Sibley, Executive Vice President, Viacom Brand Solutions International. “MTV PUSH is a great example, and we could not imagine a more credible, complementary partner than ck one for this exciting initiative.”
“As interactive, user-based experiences are key components of ck one’s global advertising campaign, the strategic partnership with MTV and the live music events that surround it, are designed to be powerful extensions of the ck one brand experience around the world,” said Tom Murry, President & CEO, Calvin Klein, Inc. “Given the authority and reach of the MTV brand and the MTV PUSH program artists, we feel that this multi-prong partnership will add an important element to our campaign while furthering the brand’s important connection with music.”
ck one will also exclusively present the award in this year’s “Breaking Woodie” category at the “2011 mtvU Woodie Awards” – which will air live from Austin, Texas on Wednesday 16 March during the South by Southwest Music Festival – and be the first in the series of global music events sponsored by ck one.
In addition, in the US, ck one will be the exclusive MTV PUSH sponsor during “Indie Music Month” which runs throughout March 2011.
As first announced in autumn 2010, ck one is the new lifestyle brand of contemporary men’s and women’s jeanswear, underwear, and swimwear which takes inspiration from the globally recognised ck one unisex fragrance brand. The inaugural advertising campaign made its debut around the world two weeks ago and spans multiple digitally integrated platforms – on-line, mobile, print, and outdoor – all linked by dynamic creative.
The multi-faceted ck one campaign is the largest digital initiative in Calvin Klein’s history to date and centres around the newly launched ckone.com. The new website is global hub of the brand and campaign and is designed as the designated destination for all consumers and fans to personally experience the brand and learn more about the lifestyle, products, campaign and featured talent. The site also features an extensive offering of interactive videos which invite users to generate their own content and create conversations around that experience.
Globally, this aspect of the campaign will be taken off-line and dynamically integrated into each of the ck one sponsored MTV PUSH events via the installation of the interactive ck one box. The ck one box is an experiential recreation of the environment filmed in the brand’s advertising campaign, which allows each individual who enters to uniquely become a part of the ck one campaign.
Equipped with a specialised camera that records their every move once inside, guests will create user generated video content inspired by the campaign imagery and which can later be uploaded to ckone.com as well as shared via social media on their own Facebook and Twitter pages.
Additional brand marketing and sponsorship activities outside the US include three on-air vignettes, as well as customised promos specially created by MTV International’s in-house World Design Studio and VIMN’s on-air Creative, as well as a multi-track digital session.
Globally, a full 360-degree pre-event activation including online media, ticket mechanism, social amplification and editorial support, will drive awareness to live on-the-ground MTV PUSH events. Post-event activity will play out on-line via photography and video packages, which will contain MTV PUSH and local support act tracks, filmed exclusively for the ck one sponsored MTV PUSH web pages and ckone.com.
The first artist to be part of ck one’s sponsorship of the MTV PUSH initiative internationally is Jessie J, the British female solo sensation, who will be supported across global MTV on-air and on-line platforms during March 2011. Subsequent MTV PUSH artists (both US and international) will be announced in the coming weeks.
MTV PUSH seeks out and showcases the best in new music around the world and is credited with launching and establishing bands and artists such as The Drums, Pixie Lott, Ke$ha, La Roux, Jason Derulo, Justin Bieber, Hurts, Far East Movement, Professor Green, Neon Trees, Jessie J and Alexis Jordan. Launched in 2009, the initiative delivers international music fans with unique bespoke multi-platform content using MTV’s on-air and digital assets, which number more than 140 windows.
