Cerebra

We were commissioned by Calvin Klein South Africa to promote their new fragrance, IN2U. A combination of two social media platforms (a Facebook group, and a blog) were combined with a traditional medium (5FM) to create an intensive marketing campaign around Calvin Klein's his and hers fragrance.

A user challenge was announced during Gareth Cliff's morning breakfast show after which the public had to complete it using clues they could locate in the IN2U Facebook group. The IN2U blog helped users along with these challenges as well as providing daily reports of winners and other general information. The two social media platforms employed were used as follows:

CK IN2U blog

The blog served as a "tips and hints" resource where the public got additional information that could help them with the competition's daily challenges. The IN2U blog received an incredible amount of RSS subscriptions, indicating that people wanted to get exclusive information as soon as it was available so as to get a head start for the day's challenge.

IN2U South Africa Facebook group

The first task for the competition was to invite people to be IN2U ambassadors. An exclsuive ambassador Facebook group was setup where people could request to join and then were carefully chosen out of this group to become the official CK IN2U ambassadors for the duration of the competition. The criteria for choosing these ambassadors were their connectivity, true to CK IN2U's target market, which was measured by the number of friends they had; most having about 200 with one person having had over 1,500. This group was also used to inform these ambassadors on their tasks for duration of the week-long campaign. Tasks included changing their Facebook status updates to a predetermined message as well as details relating to their interests, etc.

The CK IN2U group, which was opened for anyone to join, received close to 200 members by the end of the first competition day. There are currently 197 members with some having left due to inactivity but others have since joined to make up the current number. For the final challenge, entrants were allowed to post their entries directly onto the page for any Facebook member to see.

The campaign proved to be a success with e-mails containing answers being sent only a few minutes after the daily task was announced on air. The marriage of traditional and new media is not one to be overlooked by any degree. In South Africa, and indeed in most of the world, radio is by far a more accessible medium, but there are increasing numbers of people who have access to the Internet and a large number of South Africans on Facebook. This campaign has utilized this knowledge to produce a fun competition through which the CK IN2U fragrance has received a significant amount of exposure in the first campaign of its kind in South Africa.