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Kohl’s partners with AwesomenessTV in omnichannel promotion

BY Dan Berthiaume

Menomonee Falls, Wis. – Kohl’s Department Stores and multiplatform media company AwesomenessTV have launched a partnership to launch S.o. R.a.d., a seven capsule limited-edition junior’s fashion line and “Life’s S.o. R.a.d.,” an original four-season YouTube series featuring top teen influencers. The first S.o. R.a.d. junior’s capsule will launch at Kohl’s and Kohls.com on Sept. 22.

“We are thrilled to partner with a cutting-edge company like AwesomenessTV and leverage the power of their new frontier of YouTube influencers to bring amazing product to our junior’s shoppers,” said Will Setliff, executive VP of marketing at Kohl’s. “We recognize the growing value of digital content creation and social media consumption, and are confident this new platform will create genuine, organic conversation among our teen demographic.”

“Life’s S.o. R.a.d.,” the multi-part original scripted AwesomenessTV series, will debut on Sept. 19. Each episode will engage viewers in an authentic social conversation using #sorad on Twitter and Instagram to drive excitement about the new fashion line. Each of the series’ seasons will feature a different pair of influencers and completely unique storylines.

The series will air on the AwesomenessTV YouTube channel and be promoted across the AwesomenessTV multichannel network. The campaign will also be supported by videos by “Life’s S.o. R.a.d.” stars Amanda Steele and Lia Marie Johnson, which will air on their own YouTube channels.

The launch of the S.o. R.a.d. junior’s collection is supported by Kohl’s and AwesomenessTV with an integrated advertising and marketing campaign that spans print and digital media. Kohl’s is showcasing the collection with content across all social channels, including Facebook, Twitter, Instagram, Pinterest, Google+ and YouTube. Kohl’s will also have interactive graphics linking to the episodes in most stores.

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Seattle Seahawk Richard Sherman is Chunky soup’s new ‘Mama’s Boy’

BY CSA STAFF

Campbell’s Chunky soup, the official soup sponsor of the NFL, has enlisted Seattle Seahawk Pro Bowl cornerback Richard Sherman as the face of the 2014 “Mama’s Boy” campaign.

This season, however, Campbell Soup Company says it is adding a twist to the classic campaign. For the first time since 2007, the brand has chosen a real mom to be featured alongside her “Mama’s Boy.” In the ads, Beverly Sherman will act as the leader of a group of Seattle Superfans who do everything in their power to make sure their favorite gridiron hero gets his Chunky soup.

“Richard Sherman is one of the elite players in the NFL, he has a wonderful relationship with his mother and his fan base is extremely energetic,” said Neeli Straiges, senior brand manager, Campbell’s Chunky soup. “We are excited for Richard and Beverly to be the next faces of this iconic campaign and to be part of the Mama’s Boy history.”

Y&R New York created the advertising campaign in a style inspired by a superhero theme. In the coming weeks, Campbell will also introduce its first-ever animated video, featuring cartoon versions of the cast, as imagined by illustrator J. J. Sedelmaier.

In conjunction with the new ad campaign, Campbell will kick off the upcoming NFL season with a lineup of five new Chunky soups: Pub-Style Chicken Pot Pie, Sausage & Pepper Rigatoni, Beer-n-Cheese with Beef & Bacon, Jazzy Jambalaya and Mushroom Swiss Burger.

The Campbell’s Chunky Mama’s Boy campaign is an integrated effort across digital, in-store and television nationwide. The advertising creative will be featured in the places where NFL fans go to watch football. The media plan includes paid media spots across television and digital media during pre-game, in-game and post-game analysis shows, with particular emphasis around games when the Seattle Seahawks are playing.

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MarineMax expands financing capacity, expects growth

BY Dan Berthiaume

Clearwater, Fla. – MarineMax Inc. has expanded its financing facility to provide for borrowings of up to $235 million. The expanded facility has a three-year term, expiring in August 2017, and it has two, one-year options to renew, subject to lender approval.

Borrowings under the facility are secured primarily by the company’s inventory, not including real estate. The facility is led by GE Capital Commercial Distribution Finance and also includes M&T Bank and Bank of the West. The facility contemplates that other lenders may be added by MarineMax.

“We are adding borrowing capacity as a prudent measure in anticipation for the continued recovery of our industry and expected strong demand for new models from certain key manufacturers,” said Michael H. McLamb, executive VP, CFO and secretary of MarineMax Inc. “The increased financial flexibility and liquidity will allow us to capitalize on additional growth opportunities as they emerge.”

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