Lisa Dahlby, Project Manager/Stanton & Everybody
In Kmart's attempt to reach young African American male teenagers to promote their new line of affordable basketball shoes, the agency focused solely on using two types of advertising in correlation with one another: Text Messaging and Public Transit advertising.
The subway and bus campaign encouraged young males to text the brand name to a short code in order to receive more information and a link to the website for the shoes. This demo isn't watching as much TV as might be expected, so the campaign focused solely on out of home advertising efforts. The shoe price combined with getting the message in the hands of the intended consumer made this a success for Kmart.
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