Sears Pushes Hip Image with MTV Partnership

Promo Xtra

June 23, 2008

Sears is hoping its new partnership with MTV will change its image to a hipper, cooler department store to attract younger shoppers.

The two are promoting the new TV movie “The American Mall,” a story about a group of young adults who work in a mall over the summer, which premieres at 9 p.m. ET Aug. 11 on MTV.

To support it, Sears is kicking off a marketing campaign timed to back-to-school shoppers. It will distribute VIP Access Cards to young adults with special offers for members and offer product giveaways through local “The American Mall” radio promotions and through MTV’s series “TRL.” Bonus video clips and content from the movie will also appear on Sears’ microsite http://www.arrivelounge.com and on http://www.theamericanmall.com.

In-store, Sears will deck out its young adult departments with “The American Mall” themes. Licensed movie merchandise, as well as the DVD and soundtrack will be available at stores nationwide starting Aug. 12, the day after the premiere airs. Four of the film’s stars, Nina Dobrev, Rob Mayes, Bresha Webb and Rodney To, will be featured in its circular and online wearing Sears fashions.

Sears also gets a starring role in the movie. Several scenes for the film were shot in a Utah store and shoppers can be seen carrying Sears’ bags in the background.

“We’re leveraging ‘The American Mall’ partnership at every possible touch point, which is really exciting for Sears, as MTV is a highly relevant brand for young adults,” Richard Gerstein, senior vice president and chief marketing officer, for Sears said in a statement.

A special screening with the stars of the film will take place in late July at the Sears Centre in Chicago for store associates. Co-branded TV spots will air Aug. 11 to plug the movie premiere. Online marketing also supports the campaign.