Calvin Klein, one of the world’s most reputable fashion designer brands, created a buzz in the busy city of Toronto to launch their new text-friendly fragrance using mobile marketing technology powered by Addictive Mobility.

Capitalizing on the eye-catching power of three giant digital billboards, the campaign put a new spin on user-generated content by inviting passersby a chance to voice their opinions. The question “What are you in 2?” was displayed in 20-second ads during a two week teaser at the central location of Yonge-Dundas Square, right next to Canada’s busiest mall, the Eaton Centre.

Mobile users were able to express themselves via text messaging by sending a response to Calvin Klein shortcode CKIN2U and saw their message run live on one of the three biggest digital billboards in the country. The campaign ran for two weeks, allowing buzz to generate until it was revealed that the product was Calvin Klein’s new fragrance called IN2U that launched worldwide in March 2007.

Addictive Mobility powered the technology and animated the unique digital billboard signage for Calvin Klein. An interactive scrolling marquee was created so that the participants got their messages posted on the most prominent billboards in Yonge-Dundas Sq. The director of Addictive Mobility Nussar Ahmad is excited to combine user-creative content with a reputable brand as a way to express the consumer’s view. “It’s good that brands are recognizing the power of user-generated content and the cell phone is a great way to bring that communication to new outdoor environments, such as the busy streets of downtown Toronto” he notes.