[youtube width=”600″ height=”486″]http://www.youtube.com/watch?v=I03UmJbK0lA[/youtube]
Clever agency. Brave client.
“The magic part of this campaign for Kmart is what is happening to it on social media. It is spawning a wave of response videos and images, find some of which are “going viral” in their own right. The twitter hash-tag #Shipmypants has been a major trend for over a week. Of course all of this user-generated activity is leading traffic back to Kmart. It is a marketers dream come true. If there is one lesson to be taken from Kmart it is that brushing away conservative worries and taking a bold creative risk can pay off in a big way. The pay off will be even bigger, pharm on a worldwide scale in fact, if you prepare the campaign for social media.” via.
At the time of publishing this post the YouTube video had 16 million views, and climbing. Uploaded April 10th 2013 by Kmart.
Go on, ship your pants.