1. JACQUELINE FRITZ
Digital Strategy and
Interactive Production

2. Based on market research and competitor analysis, this presentation
will explore three potential alternatives for approaching online
activation of Dream Out Loud by Selena Gomez for Kmart.
There are numerous opportunities to strengthen brand awareness
and audience engagement across the digital landscape, scaling out
larger interactive capabilities as preferred.

3. Current interactive market
Since direct competitor NMC is new, now is a
good time to maximize SGDOL online reach while
there is space
• Free concerts
• Appearances
• Ads/ commercials
• Free concerts
• Free gear
• Appearances

4. • Sweepstakes/ co-brand
partnerships
• Appearances
• Ads/ commercials
• Use of Rich Media Posts on social
• Celebrity shoots
• Ads/ commercials

5. DIGITAL STRATEGY
A 3 tiered interactive program
Either broken down into singular,
self-sustaining, scalable campaigns
or
Woven together/ rolled out as
one year long initiative

6. 1. LIVE IT - See you smile
2. WEAR IT - Fashion shoot
3. DREAM IT - Video Series

7. LIVE IT –
See you smile
1.
YOU MAKE ME SMILE
Facebook, Twitter, SnapChat campaign of
girls posting “Smiling Selfie” pics
• Call to action: Share your Smile
• 10 shares = $1 off SGDOL purchase or
free SG ring tone
• Kmart matches 10/1 offer by donating $1
to Operation Smile or token charity
* Would be great to kickoff in Q1; Feb/ Mar

8. 2. WEAR IT Fashion Shoot_1
GIF FITS
Build SGDOL app/ fashion game for mobile you can
upload headshot to and interchange SGDOL styles to
create ‘fits’ or ‘looks’
• Call to action: Create animated GIF from 3 best ‘fits’
or ‘looks’ + share online
• Purchase GIF items online with discount code at
checkout (lesser discount online to encourage in
store engagement)
• Incorporate SGDOL items into posts, potential RMPs

9. 2. WEAR IT Fashion Shoot_2
IN STORE
Build out customized, interactive display screen/ panel
on site including DOL app/ fashion game
• Call to action: Pull up GIFs on display to receive
discounts on chosen items at checkout
• Check in on Pinterest and Foursquare in store to get
discounts w/o GIFs
• Take ‘My Best Fit’ selfies in SGDOL clothes instore to
enter contest…

10. 2. WEAR IT Fashion Shoot_3
MY BEST FIT
Instagram, Twitter, Snapchat campaign
• Call to action: Take selfie of your ‘best fit’
incorporating a SGDOL piece(s) into your
ensemble and post
• Enter moderated contest to win photo shoot with
SG in next DOL collection and/ or attend shoot
• SG posts selfies throughout; Video of contest on
YouTube…
*
Instore concerts/ promotions to support online throughout campaign

11. 3. DREAM IT –
Video Series_1
....YouTube!
• Fill the need to establish a dedicated SG Dream
Out Loud YouTube channel
• Post videos of contests
• Another platform for audience engagement and
product placement
• Content Marketing and community development

12. 3. DREAM IT –
Video Series_2
DREAM ON
YouTube + Vine Video Campaign
•
•
•
•
•
Call to action: Audience submits personal videos of a dream SG +
Kmart can mutually realize (i.e. be on screen with SG)
Audience-created content + cross platform community
engagement; moderated ongoing contest
Winner’s dream comes true at end of campaign
Instagram shorts; Banner ads on Fb + Kmart/ 3rd parties; content
on Twitter, and in store unit; commercials + print
Rich Media Posts could be tied in with TV commercials/ videos of
SG to receive online promotions for DOL
*Could happen Q3/4 with album launch or other SG tie in

13. THANKS!