Clothing label Calvin Klein has executed an innovative and interactive holiday campaign that focuses on engaging customers through a sound installation called 'Holiday (DOPE XXXmas)' in its stores around the world. The Calvin Klein sound installation features music by experimental performance artist Lizzi Bougatsos and Art Production Fund that can be heard either at the stores' holiday windows or through in-store listening stations.
The Calvin Klein sound installation will be featured at over 660 ck Calvin Klein, Calvin Klein Jeans, and Calvin Klein Underwear stores across the globe. In addition to the music installation, some of these stores include interactive displays that allow customers to use Shazam, a mobile discovery application, with the featured song, says Popsop. Customers who tag the track can receive store promotions, a complimentary download of the song, as well as Calvin Klein holiday wallpaper for their phones.