KMART HALLOWEEN
Kmart offers over 3,000 costumes, more than any other retailer. To engage local communities and create buzz, we staged an event featuring one man changing into as many costumes as possible while dancing through the night. Top mummy bloggers were invited, and a judge from Guinness World Records was flown in. Fifty-six still cameras captured the costume changes in time-lapse, streaming live with the hashtag #Kmartworldrecord on Twitter, Facebook, and Instagram. Kmart earned the Guinness World Record for the most unassisted costume changes, making the campaign a hit and leading to a national TV spot.
KMART "Costume Challenge"
DIGITAL: Rich Media Banners
KMART: BACK-TO-SCHOOL
How do you make Kmart a desirable fashion destination for kids and teens? Frame it as a fashion brand by connecting the fashion runway directly to school. Actual fashion shows at local schools in NYC / Chicago became a national TV campaign, followed by online ads, and an online catalog combined with a Facebook contest featuring the best cover girl from local schools. After a successful campaign launch, Selena Gomez launched her Dream Out Loud collection, followed by Niki Minaj and Adam Levine's fashion line. Q4 2011 sales rose 13%.
KMART BACK-TO-SCHOOL “The Walk” 60
KMART BACK-TO-SCHOOL “The Walk” 30
BACK-TO-SCHOOL CATALOGUE: Cover
BACK-TO-SCHOOL ONLINE CATALOGUE: Featuring cover girl from local schools