Kmart puts muscle behind promo campaign

NEW YORK —Kmart is exploring new technological approaches to improve promotions. A recent marketing campaign tied into the new “Incredible Hulk” movie and the green smash master’s licensed merchandise gave Kmart a chance to try out some new cyber/mobile approaches through a dedicated Web site and a text messaging effort.

Entertainment seemed an appropriate area for Kmart to explore new virtual marketing ideas. “In January, we started developing our entertainment strategy for the coming year,” said Andrew Stein, Sears Holdings vp of marketing, planning and program development, “and we zeroed in on a number of releases, the Hulk being one of them, as we knew we would sell a lot of toys against it.”

The basic piece in the campaign was the microsite, Kmart.com/Hulk . Customers who visited the site were encouraged at the top of the home page to download one of two Hulk wallpapers, to check out trailers for the Sega game and movie and to visit the official “Incredible Hulk” movie site.

The main space on the home page invited consumers to participate in a text-to-win sweepstakes with a grand prize of a trip for four to Orlando. The contest was accompanied by other click-throughs tempting consumers to shop Hulk merchandise, download a $5-off in-store toy coupon and, in a co-promotion, check out the toys that were coming out at Burger King.

The contest, though, was the centerpiece, and something Kmart was anxious to pursue. “One of the goals we set out with marketing this year was finding new ways to talk to our customers and to be more contemporary with how we do promotions,” Stein said. “We had this opportunity to do texting and…integrate with Kmart.com .… We’re looking at new technology that is more contemporary and that we can use to build talk in new ways. We’re doing something later this summer with another movie release that also is interactive, but in malls.”

That promotion will support a Sears tie-in with the movie “An American Mall,” from MTV and the executive producers of “High School Musical,” which has its exclusive MTV premier on Aug. 11 with the DVD and soundtrack out the next day. The integrated marketing campaign targets the core MTV audience on-air, online and in stores during the back-to-school shopping season.

Sears will distribute VIP Access Cards to tweens and teens that qualify them for special offers. It also will support product giveaways offered through local “The American Mall” radio promotions and MTV’s “TRL.” Also, an American Mall Web site will include bonus video clips and content from the movie will appear on a Sears seasonal microsite.

Back in Hulk-dom, Kmart incorporated a less obvious element to provide the substance of a Father’s Day deal that was promoted by one final home page click-through. “The idea was to change what folks were doing for Father’s Day, to integrate ‘The Incredible Hulk’ into it,” Stein said.

And why not? It isn’t always easy to buy for dad and the promotion offered a novel way for families to celebrate together. Purchasers of a $50 gift card got two tickets to “The Incredible Hulk” movie thrown in.

Texting and other elements of the Hulk promotion should emerge in other promotions later in the year, said a Kmart source. So, while technology gave Bruce Banner a wicked turn, it seems to suit Kmart as it works to reach consumers more effectively.