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Kmart Introduces Spanish-Language Branded Video Series, Real-Mom Interviews, Video Shopping

Spanish-Women

Among the many other things I wish I had paid closer attention to in school was Spanish class. Especially now that we finally have a Spanish-language branded video series on YouTube. Madres y Comadres is an eight-part mini-series sponsored by Kmart. And it looks like fun. Two moms chat it up while their kids are off at school. The banter is brisk and light-hearted, the editing just as crisp with a fun soundtrack. The motif seems inspired by the TV telenovellas as well as the faux-reality show stylings of "Modern Family." Kmart maintains a very light branding touch here, with no visible product placement and simple brand touts on the YouTube page and embedded in the titling of the show. 

Kmart says that the structure of the series and the Web site is informed by an understanding of the role extended families and friends play in Hispanic culture. The title of the series refers to Madre "Mother" and Comadre or close female confidante. A dedicated YouTube page is attractively laid out with a wall of video thumbnails as the inviting interface. What makes the series unique is that the comic short pieces are accompanied by a tab that opens up interviews with moms from Mexico, Peru, Guatemala and Columbia discussing how they navigate the multicultural tensions of raising kids with Hispanic heritage in an American setting. 

While the branding within the mini-series and mom interviews is light, Kmart still gets down to business in the "Ventanear" tab that allows shopping from within video. A series of clips with hot spots invites you to "Shop this Video." As a video demo shows off some of the Kmart attire on show characters in these videos a red box appears on screen that clicks through to the respective sell page on the Kmart site.

Kmart is making the effort a surround sound affair, tapping all available social channels as well. There is a dedicated Facebook page and Twitter feed for the series.

Google and Kmart say this is the first brand-produced Spanish-language video series to be distributed via YouTube. Mark Lopez, head of U.S. Hispanic, Google, says, "We're finding that most brands that engage the U.S. Hispanic market on a sustained basis are able to achieve brand development and sales growth by successfully establishing a deeper link with their consumer audience.
1 comment about "Kmart Introduces Spanish-Language Branded Video Series, Real-Mom Interviews, Video Shopping".
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  1. Alejandra Angel from Mediaedge, August 12, 2011 at 3:40 p.m.

    Dear Steve,

    Is Colombia and not Columbia.

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