Monday, May 21st, 2012
Kmart is now investing in branded entertainment and product placement. With its web series “First Day,” the department store chain has now added a new element to its marketing campaign.
First Day is a series about teenage girls. More than just that, it’s actually a canvas for various Kmart products.
Each character in the show endorses apparel from Kmart. Every character has a particular style, which is designed to attract potential customers. According to reports, Kmart spent around $600,000 for the entire program.
Shows like First Day can be viewed as an alternate production approach. With tighter funds, very few production studios can afford to shell out money for new shows. However, this can be changed if producers align with brands for more capital.
