Calvin Klein taps Shazam to build interactive in-store experience for holiday shoppers
By Rimma Kats
November 28, 2011
Calvin Klein uses Shazam to engage users
Calvin Klein has teamed up with Shazam to integrate its discovery service into the fashion brand's holiday campaign.
Via the Holiday campaign, Calvin Klein Jeans and Calvin Klein Underwear store locations will feature a unique sound installation in stores across the globe. The company is working with Shazam to engage with its existing application users, as well as garner new ones.
Calvin Klein is an iconic fashion brand known across the globe, and Shazam is incredibly excited to work with them on their new holiday campaign and in-store sound installations, said David Jones, executive vice president of marketing at Shazam, San Francisco.
Shazams partnership with Calvin Klein marks the first in-store-only program utilizing Shazam, and demonstrates how retailers can take advantage of Shazams discovery service to help build an enriching, interactive experience with shoppers this holiday season, he said.
Calvin Klein claims to be one of the leading fashion design and marketing studios in the world and product lines under the various Calvin Klein brands include apparel, accessories, shoes, sleepwear, hosiery, socks, swimwear, belts, eyewear, watches, jewelry, coats, suits, fragrances and cosmetics.
Shazam lets consumers experience and share music with others across mobile devices and the Internet.
Consumers can use Shazam to tag the interactive displays within Calvin Klein stores to receive exclusive content such as in-store promotions, a complimentary download of the display song and Calvin Klein holiday wallpaper.
Both companies are getting the word out about the initiative through direct outreach to United States Shazam users.
Calvin Klein and Shazam are also using their social presence on Facebook and Twitter to entice users to partake in the campaign.
Calvin Klein is not the only retailer using Shazam.
Earlier this year, Old Navy partnered with Shazam to let its users shop for fashion items and get exclusive deals via the companys mobile app.
Shazam worked with Old Navy to let consumers learn more about the retailers spring advertising campaign called Old Navy Records. Shazam users were able to tag Old Navy-branded pop music featured in the campaign and immediately unlock and shop the looks featured in those songs (see story).
For years people have used the Shazam app to discover more about their favorite songs, TV shows and ads, plus gain exclusive content to the artists, programs and brands they love, Mr. Jones said.
Since all tags live on in Shazamers' tag lists, they can interact with them whenever they want, whether they're in line at the grocery store, waiting for a bus or just have a few minutes to spare, he said.
Calvin Klein's customers are tech-savvy and comfortable with latest gadgets, so working together on this campaign is a natural fit.
Rimma Kats is staff reporter on Mobile Marketer, New York
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