Kohl’s Department Stores announced its spring integrated marketing campaign, featuring Olympic gold medalists Dara Torres (swimming), Mia Hamm (soccer) and Lindsey Vonn (skiing). Debuted 3/19, “Shop to Win” follows each of the three athletes as they experience Kohl’s fashion assortment, brands and value.
The integrated campaign targets women who are budget conscious but looking for quality and style, and is featured across multiple mediums including digital and social media, Kohls.com, television, radio and PR. The campaign embodies the emotions an athlete feels during competition – the surge of adrenaline, the thrill of victory and the rush of accomplishment, and parallels that to the excitement of being a savvy customer and finding the best deals on fashion solutions for the entire family.
Torres, Hamm and Vonn were shot for their own unique haul videos during recent shopping trips. In these videos, each woman is filmed in several departments throughout the store and showcases her favorite items and the great deals she found. The videos serve as an introduction for customers nationwide to create their own haul videos or photos and post them to Kohl’s Facebook page at www.facebook.com/kohls from 3/27-5/8. Consumers can participate in one of two ways: upload their videos for a chance to win a prize or vote on other uploaded haul videos. Each week of the promotion, five winners will receive a $500 Kohl’s gift card.
