Kmart's latest marketing video has gone viral. The video features a humorous (some might say sophomoric) play on the word 'ship' while highlighting the millions of products Kmart has available online that can be shipped for free. Take a look:
Although your business offering may not lend itself to something as humorous as the video above, it's important to remember the value of video in your inbound marketing mix. If a picture is worth a thousand words, a video may be worth a million. Video's are a powerful way to highlight your brand whether they are explainer videos or interviews with your CEO.
The Kmart video works on a number of different levels:
- It's Funny - sometimes a little low brow humor just helps you forget about life for awhile. If the Kmart brand can flip the laughing switch in your brain - that's not at all bad.
- It Speaks to Kmart's Demographics - highlighting parents, kids, and grandparents all shipping their pants (and drawers) underscores the breadth of Kmart's products.
- It Earned Media - Time, Huffington Post, and USA Today all ran articles about Kmart's Ship Your Pants ad.
- It was Shared - a lot. I first saw the video in my Facebook feed, and after watching it 3 times and almost shipping my own pants, I shared it with my friends. The video has almost 16 million views on YouTube.