NEW YORK Kmart has partnered with Alloy Media + Marketing, to create an eight-episode web series called "First Day," which will air on AlloyTV at www.alloytv.com.
The series follows a teenage girl who repeatedly relives her first day at a new school. The series stars Tracey Fairaway from "Make it or Break It," and Elizabeth McLaughlin from "Ugly Betty" and "The Clique." The series will showcase different looks available at Kmart and provide direct links to Kmart's website for purchase. Viewers will also have the chance to participate in a sweepstakes, where one lucky winner and a guest will visit New York City for a complete head-to-toe makeover, including a Kmart shopping spree with a personal stylist to complete a brand new school wardrobe.
"We were excited to collaborate with Alloy in creating groundbreaking content that complemented our primary back-to-school digital efforts with a highly entertaining web series in First Day," said Mark Snyder, chief marketing officer for Kmart. "This project has strong appeal for teens and tweens, featuring a fun storyline that will resonate with our target audience and deliver through an ideal platform. First Day allows Kmart to showcase its exclusive fashion brands to influential customers in a dynamic and relevant online environment where young people are spending increasing hours. The digital experience is perfect for an audience that demands media on its own time."