Kmart Layaway: Consumers create the best “campaign” of 2011

by / Tuesday, 03 January 2012 / Published in Social Media
In the holiday season when hope reigns and we all want to believe, consumers came up with a “campaign” that was (in my opinion) one of the best in 2011.

Read about it here. Agencies (including Fluid) take note.

It started in Michigan when a woman anonymously paid off three Kmart layaway accounts. From there it went viral. It spread across social networks in a way that makes those of us who create social strategies salivate. And to top it off, the content was user generated.

Let me clarify. The story spread, so did the giving. And in a time where social updates define status, the majority of those who donated did so anonymously.

Sure there are naysayers who called it “Kmarketing,” saying Kmart was exaggerating a few instances and plugging them into their PR machine. But whether that’s the case or not, I don’t care.

The bottom line: People had an idea about being good to others and it caught fire. It was one of those ideas that I, at an agency, wish I had thought of first. It told an irresistible story, hit the social goals we usually set for our clients and felt good.

Are consumers eligible for a Clio? Could they win at the One Show? If they tweaked this to pay lists off via digital, perhaps a Cyber Lion?

I love the look of the new competition.

Happy New Year,