Kmart launches High School Musical campaign

HOFFMAN ESTATES, Ill. Kmart is centering one of its back-to-school campaigns on the popular High School Musical brand. The retailer reported that it will be one of the sponsors of ABC's new reality show, "High School Musical: Get in the Picture," which will award one person the opportunity to star in a music video shown in the end credits of the latest High School Musical installment, "High School Musical 3: Senior Year."

The Kmart, High School Musical campaign, launched in stores nationwide to coincide with the debut of the television series on ABC-TV on Sunday, July 20. Various scenes will be in Kmart stores and Kmart products will be featured.

"We are delighted to be working with ABC Television and High School Musical: Get in the Picture to showcase Kmart as a modern, hip, fun brand," said Andrew Stein, interim chief marketing officer for Kmart. "This sponsorship provides us with an outstanding opportunity to build a lasting relationship with moms and their kids, not just for back-to-school but throughout the year."