Wow, less than 2 weeks since I mentioned the perfume CKin2U and their marketing campaign, they have now announced their launch in Second Life. They are entering with a bang too, holding a photography contest with a winning prize of 1 million Lindens!!! (That’s about USD$3,500) Here is the press release:
CK fragrances Makes ‘Scents’ in Second Life
Calvin Klein will be the first global fragrance brand to launch in the virtual world of Second Life, with the new ck IN2U fragrances for him & for her.
Residents and visitors to Second Life (www.secondlife.com) will be able to visit the ck IN2U site to pick up virtual bottles of the new ck fragrances, connect with other in-world virtual partners by spraying them with fizzing fragrance bubbles to initiate dialogue - and use specially modified ck graffiti bottles to express themselves and whatever they or their friends are ‘in 2′. UK consumers who want a sniff of the real thing will be able to click through to the www.ckin2u.com to request a free ‘real world’ sample.
Situated on Avalon, the first island in Second Life to command a real-world land value, ck is also launching the ‘what are you in 2?’ photography competition and gallery, offering Avatars, the inhabitants of Second Life, the chance to post a ’snapshot’ of any image that inspires them in the virtual world. Entries can be uploaded daily in the ck IN2U gallery and the winner will become a millionaire…in Second Life anyway, taking the 1,000,000 Linden $ prize money.
Launching in the real world on 21st March ck IN2U targets a generation that is being defined by the freedom that technology created to connect with anyone, anytime, anywhere in the world…or in the virtual world!
“ck IN2U speaks the language of a generation connected by technology - the aptly named technosexuals, a term that Calvin Klein has trademarked,” says Lori Singer, VP of Global Marketing, Calvin Klein Fragrances. “They are the first generation to be defined more by their means of communication rather than fashion or music.”
Justin Bovington, CEO River Runs Red, creative agency behind ck IN2U build, “We’re really excited about ck IN2U coming into Second Life, the bottles contain a myriad of goodies and surprises. Second Life is a great place for this launch, it’s almost like its coming home.
ck IN2U - the fragrances for him and for her - Spontaneous - Sexy - Connected
Like all CK fragrances, IN2U for him and for her are both easy to wear and very sexy.
The name is sexy, texty and refers directly about people who are connected and into each other.
The ck IN2U bottles take their cue from the world of generation Y - the colour evokes the IPOD and the electronics of this technosexual generation.
(Thanks to Mathieu for the link! Oh yeah… Mathieu gave up his “real” - or maybe I should say “daytime” or “former” - job a couple of months ago because he’s now making more money with his SL business. Amazing, isn’t it.)