Kmart’s “Ship My Pants” campaign was a huge viral success, so the retailer’s attempting to capitalize on the buzz with the release of another video ad.
The latest from Kmart’s creative agency DraftFCB promotes the “Big Gas Savings” that members of the retailer’s Shop Your Way rewards program can get when buying gas at Kmart pumps. The deal promises to let consumers save 30 cents on the gallon. But rather than a typical value message, the spot uses humour to get its point across.
The last spot was so popular that it netted 12 million views in the span of a week and Kmart began airing it on TV. A Kmart spokeswoman in an email said they are also “exploring broadcast advertising” for this spot too. Whether the company invests in a media buy will likely depend on how many views it garners online as the internet is increasingly being viewed by marketers as a testing ground for whether or not its advisable — especially with controversial ad campaigns — to devote media dollars to television.