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Kmart Gives ABC's 'HSM' Spinoff a Splashy Intro

Reality Show Arrives With a Big Round of Cross-Promotions

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Kmart Becomes Official Partner in Movie Promotions

NEW YORK (AdAge.com) -- Kmart is also looking beyond the box office with its sponsorship of ABC's reality show "High School Musical: Get in the Picture."

The retailer's integrated marketing program will launch in stores and on Kmart.com this weekend to coincide with the show's debut July 20, as well as the back-to-school season. The program includes circulars, online messaging, in-store signage and licensed merchandise displays. ABC and host Nick Lachey have also shot scenes at Kmart stores, and Kmart products will be featured in the show.
Kmart's integrated marketing program will coincide with the July 20 debut of 'High School Musical.'
Kmart's integrated marketing program will coincide with the July 20 debut of 'High School Musical.'

Win-win for retailer and show
"We're helping drive tune-in and awareness for the show," said Andrew Stein, interim chief marketing officer at Kmart. "And we get the benefit of being associated with the 'High School Musical' franchise."

Separately, Kmart has partnered with YouTube to allow kids to submit commercials, which will air during "High School Musical: Get in the Picture." That is also scheduled to launch this weekend.

"One of the goals of our program development group and Kmart marketing, in general, is to diversify our marketing mix and our media vehicles," Mr. Stein said. "The entertainment properties and who they talk to have really allowed us leeway to talk to customers in different ways. For [example], working with YouTube."
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