With a nifty new Clean & Clear “The American Mall” premiere party sweepstakes already in the works on the movie’s official website, MTV announced plans this week for a massive promotional tie-in with Sears. Yep, you heard me…Sears!
Being a long-time Sears shopper — when we were kids, it was the only place my Dad had a credit card at, so we wore a lot of Sears brand finery in our day — I was kinda thrilled to learn that Sears stores nationwide would be pushing “Mall” hard in the next few months. I mean, hey, what better place to promote my mall movie than the place where I learned to shop. Cool, huh?
Timed to coincide with the crazy-profitable back-to-school shopping season, Reuters is describing the Sears partnership as: ”A multi-layered integrated marketing campaign built around the movie target[ing] the core MTV audience on-air, online and in stores — in time for the back-to-school shopping season.” Wow…you said it Reuters!
And let me tell ya, Sears isn’t missing a beat with this one. The Associated Press is reporting — yes, clearly I’ve been kind of over-googling lately — that Sears even has a new tagline for the back-to-school push: ‘Don’t just go back. Arrive”.
And even though they also announced a special website for the promo called the “Sears Arrive Lounge”, I was not able to load it this afternoon, so…not sure if it’s up and running yet.
And the Sears “Mall” mania doesn’t end there, folks. The venerable retail institution will also be featuring “Mall” cast members in their TV, radio, and print ads, distribute special VIP access cards to teens nationwide and even incorporate something called “Sears in-store experience zones”, which will feature “Mall” character looks as created through consultation with the movie’s costume designer, Cynthia Summers. Rock on, Cynthia!
But perhaps the coolest element of the Sears tie-in is that they’ll be releasing scads of officially-licensed “The American Mall” merchandise and a special edition of the DVD (available only at Sears!) with an entire bonus disc of exclusive material. Whew…good thing I didn’t pre-order my DVD at Amazon yet!
Anyway, I know it’s totally lame to be geeking out about all this, but, I gotta admit that I am a little excited at the prospect of shopping for clothing inspired by my characters at my local Sears. I guess the biggest thing I have to worry about now is whether or not Joey’s super cool “janitor coveralls” come in a XXL…
make. see. eat. do. 