Kohl’s launched a unique social media initiative leading into this year’s
Black Friday to engage potential customers and drive site traffic. The “Choose
Your Own Black Friday” marketing campaign solicited online and Twitter votes for
Jennifer Lopez’s real-time pathway to the American Music Awards this past
Sunday. Viewers could either vote at getjenniferthere.com or through a variety
of hashtags (e.g. #JLoTunnel or
#JLoRoofRun). The seven commercials leading up to the awards show featured products
for sale at Kohl’s, including a Jennifer-Lopez designed jewelry collection
called JLove.
The campaign was a partnership between Kohl’s (promoting its JLove
jewelry collection launch), ABC (promoting the American Music Awards), and Jennifer
Lopez (promoting her personal brand and celebrity labels), and provides insight
into the future of omnichannel partnerships (here: television, live awards,
Twitter, e-commerce, and ABC website). ABC cited the increasing importance of creating
immersive viewer experiences for successful advertising. The campaign also
highlights the increasingly competitive e-commerce landscape for this year’s
Black Friday, with Kohl’s reportedly spending 20% more on marketing for this
year’s shopping holiday.
Source: http://www.nytimes.com/2013/11/21/business/voting-via-twitter-choosing-jennifer-lopezs-route-to-an-awards-show.html?_r=0
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