International – Calvin Klein has unveiled an interactive digital campaign called Dare To Encounter to promote its new men’s fragrance, Encounter.
The campaign features a dark story that is gradually told as consumers solve different clues. As people complete various challenges, they gain access to a short film and the chance to win an ‘ultimate Encounter getaway’.
In addition to the interactive campaign, Calvin Klein has created a series of film-noir-style GIFs.
This is a great example of a promotion that engages consumers through storytelling. To find out more about how brands can use Factional Marketing, come to LS:N Global’s autumn/winter 2012 Trend Briefing.