Advertising Age Article Abstract
'Sweep It All With Kmart' Game Show Debuts on Univision
Retailer Showcases Products in Branded-Entertainment Effort on Spanish-Language TV
NEW YORK (AdAge.com) -- Univision's new Spanish-language game show is set in a replica of a Kmart store, where contestants compete in a flurry of supermarket sweepstakes-like challenges showcasing Kmart products from Hispanic-oriented lines including Selena Gomez-branded clothing to toys and tools. "Arrasa con Todo con Kmart" ("Sweep It All with Kmart") debuted Feb. 12 in an hour-long Saturday afternoon slot. Goya is also a sponsor. ...