Tuesday, November 26, 2013

KOHL’S AND JENNIFER LOPEZ BLACK FRIDAY TWITTER CAMPAIGN



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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