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    • What are you IN2? The answers engage, connect and create an online community “without commitment”.
    • launch the website >
    • Bang & Olufsen
    • Bluewater
    • ckIN2U
    • De Beers
    • Lenscrafters
    • Pout
    CK title

    To support the global launch of Calvin Klein’s new youth lifestyle brand, ckIN2U, Story Worldwide was asked to create a comprehensive digital experience that would engage the target audience.

    This was to be an interactive expression of the core brand ethos: “technosexuality” and “connection without commitment” – terms coined by ck.

    The overall objectives of the programme were to:

    • Create brand awareness among the target audience of ckIN2U
    • Create a connection between the consumer and the new brand
    • Allow consumers to participate in a deeper brand experience online
    • Allow consumers to express, explore and connect to others in the ckIN2U community
    • Build a global ckIN2U eCRM database to create a continued “lifetime” relationship with brand users

    The Solution? Ask consumers the question everyone has an answer to: What are you IN2?
    To support the concept, Story created a two-tiered digital programme. It began with a global film contest launched in 15 countries, with all participation, viewing and voting occurring online.

    To bring the community together, Story created a truly global, data-driven brand and social connection site experience. Through a highly visual and interactive display, users create profiles revealing what they are IN2, and search keywords to connect to others IN2 the same things. Personal inboxes allow one-on-one private messaging to spawn truly connected social experiences.

    • ckin2U
      • Story’s dynamic functionality and stunning design have helped the site achieve incredible success. 

        • During the month-long April 2007 launch, the site received over 1 million page views
        • There are over 7,000 social profile registrations from 50 countries and counting
        • An overwhelming 74% opt-in rate for future ck communications



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