Posted by Mark J. Miller on October 12, 2011 02:03 PM
One of the basic tenets of sales is to go where the people are. So when Kmart decided it wanted to put some bucks toward going after tween and teen girls, it didn’t just plunk some ads down in a few magazines and on a few websites.
Instead, the Sears-owned retailer partnered with Alloy Media to create an online series, “First Day,” that features well-coiffed girls, cute boys, and lots and lots of clothes that you can find at — are you sitting down? — Kmart.
Then they give it a YouTube channel and a Facebook page, Twitter feed and watch the magic happen.
The pair hooked up to film its six-episode second season this summer and the Wall Street Journal reports that it cost $600,000 to shoot the whole thing.
“Our goals here is, in the end, to sell apparel,” Andrew Stein, vice president of marketing at Sears Holdings, told the Journal. “But it’s to build a connection with a tween and teen customer and a tween and teen audience in a relevant way.”
The way the web series is structured, each main character represents different clothing lines in the store, making it much easier for young consumers to find what they want when they actually make it to the store and show some consumer confidence.
And in another branded entertainment move (sort of), Kmart has released an odd series of spots promoting its new line of kitchenware from temper-prone British chef Gordon Ramsay: