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Digital short films starring Lara Stone will be released in 16 countries and regions in the same period. As a strategic change in brand promotion, this digital media promotion channel will account for about 70% of the global media promotion mix. The Calvin Klein Push Positive will be shown on YouTube for the first time in the first week of September. It is expected to have more than 575 million on-demand videos and will be the first to be shown on major Calvin Klein social networking sites. YouTube will serve as the world’s leading media for this promotion. It will be launched in 11 countries and regions, including the United States, Canada, Mexico, the United Kingdom, Germany, Spain, Hong Kong, South Korea, Singapore, Taiwan and the Philippines. The auxiliary digital media promotion in Asia also includes Youku, Yahoo and Nate.

The innovative publicity campaign will also enable social media as a promotion platform, for example, allowing users to share personalized photo threads on the Facebook interactive application, as well as citations on Twitter and Weibo. The official website calvinklein.com/pushpositive will also upload various photo collections and product information this month.