Kohl's Pop-Up Truck Encourages People to Share Traditions Online
Cadhla Gray — November 16, 2015 — Marketing
References: brandchannel
Kohl's is setting up a Christmas pop-up truck in Times Square around Thanksgiving to encourage people to share their Christmas traditions while promoting the department store. The truck encourages people to share these via social media, with a hashtag #AllTogetherNow that will also spread the Kohl's brand online.
In addition to the pop-up truck, the hashtag also corresponds with a commercial campaign that promotes the cross-generational department store products for Christmastime. The ads feature The Beatles' 'All Together Now' anthem with heartwarming stories.
One spot features a little boy waking up to a Stormtrooper on Christmas morning and another shows an older man dressed up as Santa. The two-fold Christmas campaign aims to capture the family Christmas spirit and tries to integrate that feeling into its very brand.
In addition to the pop-up truck, the hashtag also corresponds with a commercial campaign that promotes the cross-generational department store products for Christmastime. The ads feature The Beatles' 'All Together Now' anthem with heartwarming stories.
One spot features a little boy waking up to a Stormtrooper on Christmas morning and another shows an older man dressed up as Santa. The two-fold Christmas campaign aims to capture the family Christmas spirit and tries to integrate that feeling into its very brand.
Trend Themes
1. Social Media Sharing - Kohl's encourages people to share their Christmas traditions via social media, creating potential for innovative campaigns centered around user-generated content.
2. Cross-generational Marketing - Kohl's promotes their department store products for Christmastime with heartwarming stories that resonate with multiple generations, presenting an opportunity for brands to target diverse consumer groups.
3. Brand Integration - Kohl's aims to integrate the family Christmas spirit into its brand, suggesting the potential for companies to align their brand values with sentimental holiday themes.
Industry Implications
1. Retail - Retailers can leverage the power of social media sharing to promote their products and create engaging experiences for customers.
2. Marketing and Advertising - Marketing and advertising professionals can learn from Kohl's cross-generational campaign approach to resonate with diverse target audiences.
3. Branding - Branding experts can explore opportunities to integrate the sentiment of family traditions and holidays into their brand narrative.
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