Sunday, August 19, 2012 – @CalvinKlein tweeted this message:
“Twitter Exclusive – Stay tuned to see how the #CKENCOUNTER story unfolds starting at 9 PM EST.”
Calvin Klein started their online Encounter assault at the same time True Blood was airing. They tweeted out some photos and gifs, and tweeted more will be coming on Monday, August 20th at 2:00 p.m. (stay tuned)
This is how it played out…
Another tweet says, “Twitter Exclusive – Stay tuned to see how the #CKENCOUNTER story w/ Alexander Skarsgård of #TrueBlood + @MrsLS unfolds starting at 9 PM EST.”
Calvin Klein @CalvinKlein
The story begins: It’s night. Rain beats down, waves crash.
A car travels at high speed. Who is this driver? Where is he going?
He thinks only of the one he is going to. At last he arrives at his destination. The car comes to a stop.
She waits, alone in the shadows, watching as rivers of rain run down the window. She senses he is near.
He takes the key from the ignition. He knows she is inside.
Another tweet from @CalvinKlein: Want to see more of Alexander Skarsgård of #TrueBlood and @MrsLS in #CKENCOUNTER? Check out @CalvinKlein tomorrow at 2 PM EST.
August 20, 2012 – updated
She turns away from the window. Her pulse quickens.
The entry code is burned in his memory. He pushes 1-0-1.
He glances up at the camera, aware that she is watching.
He enters the house. She does not greet him—she does not need to, he knows where he must go
She climbs the steps slowly, evenly. Her heels make no sound upon the steps as she leads the way
Final tweet on 8/20/2012: “The final chapter. Check out @CalvinKlein starting at 2 PM EST tomorrow to see how the story concludes.”
He stops. He listens. He follows through the shadows. He feels her presence, thrilling his senses
On the balcony the storm rages + the ocean roars beneath. It’s powerful, dangerous. She turns to face him
He sees her at last. He approaches to meet her at the edge. The wind whips around them as he comes close
He reaches out to touch her face, the electric contact magnified by anticipation.
Source (also @CalvinKlein)
From Calvin Klein Headquarters…
a story of unresolved tension and desire.
a man who knows what he wants, and remains in control.
the mystery unfolds with infinite possibilities.
The ENCOUNTER Calvin Klein campaign tells the sophisticated story of unresolved tension and
desire between a man and a woman, portrayed by Alexander Skarsgård and Lara Stone. A
modern take on classic film noir – the dark and mysterious creative unfolds through a complex
game in which the man ultimately remains in control of his desires, leaving the story open to
To celebrate the launch, we invite consumers to participate in the “Dare to Encounter” on-line journey. Starting on September 4th, when you visit ENCOUNTERCalvinKlein.com you can compete in a series of sophisticated virtual challenges that unlock pieces of actor Alexander Skarsgård and super model Lara Stone’s mysterious story of desire. Using animated GIF’s, (shown above) you can capture moments from the TV advertising shoot and bring the story to life in an unexpected way. Upon completing the challenges, users can watch the ENCOUNTER Calvin Klein short film and enter for a chance to win the grand prize of an ultimate ENCOUNTER getaway, more details below.
The campaign will be supported with paid media across all social media channels, including Facebook®, Twitter® and YouTube®, as well as print and television advertising, which will feature a call to action encouraging users to visit ENCOUNTERCalvinKlein.com. The website will be available in several languages around the world. The global print campaign will debut in September 2012 magazines. The fragrance will debut September 4th, 2012.
ENCOUNTER Calvin Klein is an addictive, sensual, and woody men’s fragrance. A modern take on classic film noir- it’s a sophisticated story of unresolved tension and desire between a man and a woman, portrayed by actor Alexander Skarsgård and model Lara Stone. The glass bottle has a unique shattered design. The rich, deep blue color creates a sleek, luxurious look.
fragrance: sensual, woody
ENCOUNTER Calvin Klein is an addictive blend of crisp spice, warm cognac and sensual woods.
a contrast of freshness and warmth makes the men’s fragrance a new, distinctive expression of
top: mandarin, cardamom, rum
mid: pepper, egyptian jasmine, patchouli, cognac
dry: agarwood, atlas cedarwood, sexy musk
Available September 2012 at specialty stores nationwide
eau de toilette spray 1.0oz/30ml $40.00
eau de toilette spray 1.7oz/50ml $58.00
eau de toilette spray 3.4oz/100ml $72.00
aftershave spray 3.4oz/100ml $50.00
deodorant 75g $20.00
all over body spray 152g $15.00
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