Back in July, Calvin Klein launched a billboard ad in Manhattan, which featured a QR code (see below). As soon as the billboard went live, so did the comments on Twitter. For days, the CK code dominated the "conversation" on Twitter among 2D barcode followers, enthusiasts, marketers, advertisers, etc. But as all of this was taking place, what really caught my attention was Calvin Klein's total absence from the Twitter conversation for days, if not weeks, after the billboard went live. Actually, for as much as I monitor Twitter, not once have I seen or read a Tweet by someone from Calvin Klein, and I wonder why.
If a company had the power to learn in virtually real-time what consumers thought of an advertisement or promotional campaign, product launch, etc. then wouldn't you think that the company would want to tap into that power. If Calvin Klein had no presence on Twitter then maybe, maybe, I could understand their failure to participate and become engaged in the conversation, but they do have a presence and host their own Twitter page. Because I do not work at or with Calvin Klein or its agency, I have absolutely no idea as to what the strategy was, or is, as it pertains to Twitter communications, or social media communications in general. So, again, I ask, why the disconnect?
It's not that I believe Calvin Klein needed to be on Twitter to defend the campaign, because there was more than enough negative things said about it, but because it just seems as though the experience people had with the campaign was less than ideal (e.g., many wrote that they could not scan the code and others were extremely disappointed with the video that the code resolved to) and I would think a company would want to make amends with its customers, prospects and or fans. Maybe I am over thinking all of this and Calvin Klein knows exactly what they are doing to build a buzz around a campaign, but it will be interesting to see what happens the next time, if at all, CK decides to launch another 2D ad. Your thoughts?
Tomorrow, I'll get back to posting some new campaigns.