Learn how Calvin Klein Fragrances scored global press coverage for a one-day event in Times Square. The effort supported the company's CK One fragrance, a 10-year-old brand that needed punching up to
appeal to a younger demo. The plan involved placing actual models that appeared in CK One print ads and placing them--live--into an actual billboard display in Times Square for an entire day. The
stunt garnered media attention in 15 countries and boosted sales in New York.
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