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.
Viral Song Holiday Campaigns
Kohl's 'Black Friday' Song Mimics Rebecca Black's Tune
Trend Themes
1. 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.
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3. Brand Differentiation - Disruptive innovation opportunity: Brands can stand out from competitors by embracing unconventional and nostalgic advertising strategies, such as using popular viral songs.
Industry Implications
1. Retail - Disruptive innovation opportunity: Retailers can utilize viral song campaigns to attract customers, increase foot traffic, and boost sales during the holiday season.
2. Marketing and Advertising - Disruptive innovation opportunity: Marketing agencies can help brands create memorable and attention-grabbing campaigns by incorporating viral songs and internet trends.
3. 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.