CK One's latest poster campaign is promoting a CK One app for both iPhone and Android. Ads are appearing on bus stops across central London and are tagged with a message that encourages people to 'download the app at CKOne.com.'
Once the app is downloaded the user is able to 'Reveal exclusive video content on magazine, in-store and billboard advertising', 'Find stores, billboards and events' nearby, access further video content and maintain a playlist of unlocked content:
This is another example of a campaign delivering a self-contained message through traditional media, whilst acting as a gateway to content for the active audience who want to get more involved. In this case mobile is the glue that brings the campaign to life and ties everything together - a sign of things to come?