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.

• 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