Calvin Klein and Amazon Drive ‘Phygital’ Buzz

Extending its 2018 Calvin Klein Jeans global ad campaign experience, the brand is partnering with Amazon for an immersive activation event.

Calvin Klein is combining its physical and digital brand experiences through an immersive activation in collaboration with Amazon Fashion. The three-day interactive exercise takes place at Flatiron Plaza in New York City and begins on 5 October 2018. Further buzz will be created across a dedicated microsite.

The Calvin Klein x Amazon Fashion NYC Market will launch the brand’s fall advertising campaign using specialised stalls which integrate product and technology. As part of the effort, its Together in Denim billboard invites visitors to recreate the campaign shoot, complete with a photographer on site.

Fans can participate in games for an opportunity to win such prizes as Amazon devices and Calvin Klein accessories, underwear, and other exclusive merchandise available only at the activation. Meanwhile, limited-edition water boxes will be up for grabs via vending machines housed in a unique installation.

At the #MyCalvins campaign store, guests can sample new styles and purchase them on the Amazon app. Also, there will be a lounge with an Amazon Alexa upgraded jukebox with which guests can control the music and lighting using their voices. Additional immersion can be had via digital screens.

Amazon Smile Codes throughout the space will facilitate seamless shopping across the dedicated CK digital store. Also, for the first time, there will a limited-edition product drop: the Calvin Klein Jeans A$AP Rocky Trucker Jacket. Brand ambassadors and other notable personalities are set to make an appearance at the weekend market.

“The continued collaboration with Amazon Fashion allows us to reach new and existing consumers through a youth-targeted marketing approach. By joining their digital expertise with our physical presence, we are creating a phygital experience in the middle of New York City, reinforcing our commitment to a consumer-first strategy,” said Marie Gulin-Merle, Chief Marketing Officer at Calvin Klein.