Say it fast, “Big Gas Savings”. Oh no they didn’t?!
Yes, Kmart did. They took the “I just shipped my pants” concept of sophomoric humor and made a new “Big gas” commercial with it.
Watch both the commercials below then read on.
You can watch the “Big Gas Savings” video below or click this link: http://youtu.be/m1yir-p68xM
You can watch the “Ship My Pants” video below or click this link: http://youtu.be/I03UmJbK0lA
ABC News did a story about the Kmart campaign and in it an Ad Age editor pointed out that the viral commercials haven’t made a dent in Kmart profits. But, as she points out, the commercials haven’t been around long enough to cause a change.
The marketplace is noisy and for marketers to gain an audience they need to grab the consumers’ attention through the noise. A viral video is one of the best things that can happen when it comes to viewership, but does it result in sales? Can Kmart’s new viral success turn into cash register and online sales success?
This is a true test of the notion that once your video goes viral, you’ve got it made.
“Silence! I Keel You!”
It worked for ventriloquist and comedian Jeff Dunham. With over 25 years of work in the comedy circuit, Dunham became an international “overnight” star when his Achmed the Dead Terrorist video went viral (it has been viewed over 165 million times). He now sells out arenas all over the world as a result of the video. Granted, his continued string of successful Comedy Central shows help, but it is all due to the YouTube video success and continued great management of his career.
This could be a Big Gas test. What do you think? Comment below.
What do you think? Will you now shop at Kmart because they have taken this bold chance? Will you be spotted in the glow of a blue flashing light snatching up a bargain? Or did Kmart just put out some funny videos, but in the end just ship the bed?
Please add your thoughts in the comment section below.