CHICAGO: BMF Media Group has teamed up with Calvin Klein Fragrances to tout the new image of CK One at this year's Lollapalooza in Chicago on Aug. 4-6.
The brands have created a VIP music lounge in the Hard Rock Hotel Chicago, just two blocks from the festival site at Grant Park. The lounge is to serve as a retreat from the scorching weather for artists, media, and celebrities, offering complimentary refreshments and interviewing facilities.
"Partnering with the music lounge was a perfect fit for the brand - CK One and rock and roll both offer a contemporary, unique perspective and have a history of breaking the rules," said Lori Singer, VP of global brand marketing for Calvin Klein Fragrances, via e-mail.
Singer said that the lounge would feature décor from the new CK One ad campaign, which exhibits and celebrates the hip style of the youth culture.
Ck One chose Lollapalooza for its atmosphere and strong line-up. The concert featured more than 120 acts on 69 acres of land. The artists include Kanye West, Death Cab for Cutie, Gnarls Barkley, and many others.
"We also loved the fact that Lollapalooza and CK One are both children of the early 90s; Lollapalooza started in 1991, with CK One launching a few years later in 1994," said Singer. "We hope that the press and talent will respond to the rock and roll vibe and democratic message of our campaign - and of course, fall in love with the fragrance again."
XM Satellite Radio and International Music Feed are scheduled to cover the party onsite from the lounge with live interviews. During each night of the festival, the lounge will host VIP parties including updates at www.ckonemusiclounge.com and DJs spinning records on Fila-sponsored turntable.
CK One worked on PR for this campaign with Zeno Group, Girlie Action, and Dan Klores Communications.