Kmart goes back-to-school with second original Web series

NEW YORK — Kmart has teamed up with Alloy Media + Marketing for a second Web series promoting Kmart for back-to-school. The Web series, "First Day 2: First Dance (www.facebook.com/FDtheseries and www.kmart.com/firstdance) is scheduled to premiere on Sept. 9 and is the sequal to the company's original Web series, "First Day."

The six-episode series follows a teenage girl who repeatedly relives the same day as she attempts to reach the back-to-school dance in hopes of capturing the attention of her high school crush. Throughout the series, Kmart fashions will be highlighted with direct links to purchase at Kmart's website. Viewers will also have the chance to participate in the "Show Us Your Best Look" sweepstakes (www.kmart.com/bestlook), where one lucky winner and a guest will visit Los Angeles for a full "Hollywood" experience and receive a head-to-toe makeover, including a Kmart shopping spree with a personal stylist to complete a brand new school wardrobe.  Plus, each day (through Sept. 30) 10 winners will receive a $100 Kmart back-to-school shopping spree.

"The Web series 'First Day' proved a hit with tween and teen consumers and succeeded in delivering a dynamic digital experience that resonated with our target consumers during the pivotal back-to-school season," said Andrew Stein, VP marketing planning at Sears Holdings.  "'First Day 2: First Dance' allows Kmart to continue an important dialog with young consumers in a way that appeals to their ever-changing media tastes and through an innovative and highly entertaining vehicle that truly hits the mark with this discerning and influential audience."