Kellan Part of New CK Interactive Ad Campaign

Calvin Klein Underwear will debut the first-ever “Augmented Reality” print advertisements, which give readers with webcams access to exclusive videos related to CK’s latest X underwear campaign.

The ads will appear exclusively in the April issue of the US GQ, on sale March 23, as well as April issues in China, Korea, Australia, Mexico, Taiwan, and India, and in May issues of GQ in France, Germany, Spain, Italy and the UK.
Consumers with webcams will be able to view the AR films by visiting xmarkyourspot.com. Once in the Augmented ‘X’ section of the site, visitors can either hold up the ad from the magazine or a print-out of the AR code in front of their webcam. A 3D box will then appear which allows visitors to select from four short films created exclusively for the GQ AR program.
The AR component of the print campaign is exclusive to GQ and features American actors Kellan Lutz and Mehcad Brooks, Spanish tennis star Fernando Verdasco, and Japanese soccer star Hidetoshi Nakata.

Source: EON