Marketing Sherpa just released a fantabulous case study on Calvin Klein's billboard stunt in Times Square. The Sherpa folk outline the entire CK plan. Their challenge was to relaunch a fragrance that's 10 years old (most only stay hot for a short period of time).
This is a great behind-the-scenes look at a successful brand event. Calvin Klein estimates they received $12 million worth of media coverage and direct marketing impact from the day-long event, which cost $500,000.
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