This Kohl's Black Friday campaign was recently released, and it's already receiving some backlash on YouTube. Featuring actress Julie Mann, the Kohl's Black Friday commercial shows an excited shopper singing to Rebecca Black's viral song 'Friday' as she vigorously shops through the apparel store.
While many are criticizing this ad spot, which was created by McCann Erickson, you still have to give Kohl's points for going where no other brand dares to. The commercial's YouTube description even says, "You'll be singing this song every day until Black Friday. Guaranteed." However, as AdWeek points out, the Kohl's Black Friday ad tries to be "all dismissive of its source material, as Mann sings at the end, 'Can't get this darn song out of my head.'"
For better or worse, this Kohl's campaign has definitely captured consumer attention -- and that's every brand's goal during the holiday season.
What's Driving This Trend
- Holiday Song Campaigns
- Disruptive innovation opportunity: Brands can create catchy and memorable holiday-themed songs to capture consumer attention and drive sales during the holiday season.
- Viral Marketing
- Disruptive innovation opportunity: Brands can leverage viral songs and internet trends to create buzz and engage with their target audience.
- Brand Differentiation
- Disruptive innovation opportunity: Brands can stand out from competitors by embracing unconventional and nostalgic advertising strategies, such as using popular viral songs.
Who This Affects Most
- Retail
- Disruptive innovation opportunity: Retailers can utilize viral song campaigns to attract customers, increase foot traffic, and boost sales during the holiday season.
- Marketing and Advertising
- Disruptive innovation opportunity: Marketing agencies can help brands create memorable and attention-grabbing campaigns by incorporating viral songs and internet trends.
- Apparel
- Disruptive innovation opportunity: Apparel brands can differentiate themselves by embracing unconventional and nostalgic advertising strategies, such as incorporating popular viral songs into their marketing campaigns.
