To get consumers excited about Halloween costumes, Kmart hired ad agency Draftfcb to create a live event, a social media campaign, a visually impressive ad — and to break a world record.
The live event was held in the parking lot of a Kmart in Chicago, and featured dancer Monternez “Monty” Rezell (of America’s Got Talent fame) in 150 of Kmart’s 3,000 Halloween costumes – in just six hours and five minutes. The effort saw Rezell reach his goal of breaking the Guinness World Record for number of costume changes.
Mommy bloggers were invited to view the event live, and it was streamed live on UStream. The #Kmartworldrecord hashtag allowed people to follow and share on Twitter, Facebook and Instagram.
In addition to the live buzz, Kmart’s new ad based on the event is “eye-popping” and “frightfully good,” reports AdWeek.
The campaign effectively joins a local, live action event with social media engagement and good, old-fashioned advertising. What do you think?