Kmart and Alloy team for retail-integrated web series

August 31, 2010 by Wendy Goldman Getzler

US retailer Kmart is teaming with youth-oriented media marketer Alloy Media + Marketing to create original web series, First Day, which integrates the retailer’s branding with content.

The comedy from Alloy Entertainment will premiere today and air bi-weekly on Alloy’s multi-platform digital entertainment network, AlloyTV. Kmart products are being integrated into the eight-episode series, while digital promotions for its new fall fashion lines that include Selena Gomez for Dream Out Loud, Rebecca Bonbon and Bongo, will appear on the site.

The series follows a teenage girl who repeatedly relives her first day at a new school and provides Kmart with direct access to a target audience of tweens and teens who are increasingly immersed in digital environments. Kmart and its retail brands will receive extended promotion during the course of the series, with additional media running throughout the Alloy Digital Network and via Alloy’s Channel One Network, which reaches an audience of more than six million teens on a daily basis.

First Day features a retail component in each episode, where Kmart will ‘hotspot’ its fashions, enabling viewers to buy the inspired looks worn by the lead characters by means of a direct link to the products on the Kmart website.