• by OMMA Magazine Writers , September 15, 2009

Whoa! A display CTR that surpassed benchmarks by 531%, rich media interaction by 133%, and mobile CTR by 221%? How? Kmart rebranded its footwear department, starting with the new Protégé line, backed by N.Y. Knick Al Harrington. It placed ads around the court on NBA Live and on stage in Guitar Hero, where male teens gather. Through multiple digital media platforms - site sponsorships to mobile to in-game - Kmart was able to prove its urban, hip hop, rap creds in partnership with MySpace. Alliance with BET and a robust mobile effort engaged the target and sealed the deal.

MediaContacts: Sabine Cummins, art Director; Matt Horton, Supervisor; Christa Chavez, Media Planner; Jessica Rodd, Assistant Media Planner/Buyer.