Kmart fashion lines return in branded web series

August 15, 2011 by Wendy Goldman Getzler

Alloy Media + Marketing and Kmart are once again teaming up for a back-to-school branding campaign, this time based around the web series First Day 2: First Dance.

The six-episode sequel to the original comedy First Day, which drew 10 million viewers last year, will feature Kmart product integration with both boys and girls fall fashion lines such as Selena Gomez for Dream Out Loud (pictured), Bongo and Glo.

The products will be available through interactive ‘hotspots’ that feature direct links to the items on Kmart.com. Viewers will also have the chance to participate in the Show Us Your Best Look sweepstakes that will see one winner visit LA and receive a head-to-toe makeover, including a Kmart shopping spree with a personal stylist.  Plus, each day through September 30, 10 winners will receive a US$100 Kmart shopping spree.

The web series, from the executive producers of young-adult series like Pretty Little Liars and The Vampire Diaries, will air across Alloy’s premium multi-platform digital entertainment network, which reaches a total audience of more than 73 million consumers. It 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.

Naturally, extensive digital and social media initiatives have begun through Facebook, Twitter and YouTube.

Tags: Alloy Entertainment, First Day 2: First Dance, Kmart, Pretty Little Liars, Selena Gomez for Dream Out Loud, The Vampire Diaries, webisodes