Last week, we reported that Calvin Klein had launched a texting inspired fragrance--In2U. It now appears that In2u is more than just a gimmicky brand name; Calvin Klein has rolled out interactive billboards that encourage users to send in text messages.

Calvin Klein has launched its new "text-friendly" fragrance using mobile marketing technology in the city of Toronto. On the three largest digital billboards in the country, Calvin Klein ran ads that asked passersby to text a reply to the message, "What are you in 2?"

The question ran for 20 seconds on the billboards in a square next to Canada's busiest mall. Mobile users could reply to the question using a shortcode and could see their message run live on one of the three billboards.

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