Sears Marketing Evolves as Kmart Transforms Movie into Father's Day Promotion

Kmart is transforming itself for Father's Day with a movie deal that builds on a successful experiment conducted just last year.

Then, the company tested a new multi-channel marketing idea that tied in web and mobile phone links with a take-dad-to-the-movies promotion for Father's Day. The campaign built around release of The Incredible Hulk and offered tickets as a reward for merchandise purchases.

As with last year's Hulk promotion, the current Father' Day deal centers on a ticket give away, as a $50 menswear purchase generates two passes to see the new Transformer movie. This year, though, Kmart is creating an entire theme, Transform Your Dad, around the movie deal. Already featured on the company's web site, the Transform Your Dad campaign will get support from a national television advertisement in English and Spanish highlighting men's apparel, the movie ticket offer and the film. A microsite, www.kmart.com/transformers, provides access to ticket redemption codes, Transformers content, movie trailers and merchandise.

Kmart characterizes the campaign it has developed for Transformers: Revenge of the Fallen as its "most robust" Father's Day promotion to date. Marketing elements range from circular advertisements to email blasts. Also included are in-store signage, radio and sale of Transformers-themed gift cards. Additionally, Kmart has created a 24-page movie-themed comic book it will distribute in select theaters during the initial promotional period, June 7 to 21. A movie adaptation, it also mounts Kmart ads highlighting the campaign's core movie ticket offer, licensed merchandise and coupons designed to drive traffic to both stores and the company's web site.

For the promotion's second half, from June 22 to July 4, Kmart and partner Hasbro have developed dedicated Transformers destination boutiques that will offer toys, video games, men's and boy's apparel, bedding and related merchandise in the front of Kmart stores. The retailer also is working with Transformers movie partners Burger King Corp. and Mars Snackfood. The restaurant chain is distributing Kmart toy and footwear coupons while the treats maker is sponsoring window displays and in-store events at the retailer's Penn Station and Astor Place stores in New York City.

Parent Sears Holding has been developing a multifaceted program for marketing, one that incorporates a range of approaches to the consumer. For instance, in early May, it announced the launch of web communities both for Kmart and Sears designed to allow customers to share insights, experiences and product reviews. Both the MySears and MyKmart communities give consumers an opportunity to engage the retailers through discussion forums, blog entries, ratings, reviews, polls, surveys and a suggestions area.

The community sites also provide interesting opportunities to engage involved customers. MyKmart participants recently were offered a range of seasonal topics, Keep Your Cool - Guide to Shopping for an Air Conditioner, Backyard Ideas: Fun Ways to Fix Up Your Yard, A Guide to Making Your Home Eco-Friendly, How to Shop for the Right Washer and Dryer, and A Garden Tools Shopping Guide for Beginners, all of which provide advice and direct consumers to products available at Kmart and Sears, much of which are private label.