Special to NYSportsJournalism
March 19, 2012: In it's first foray into Olympic-themed marketing, Kohl’s Department Stores said it would launch an integrated spring marketing campaign that depicts shopping as a sport, embodied by Olympic gold medalists Dara Torres (swimming), Mia Hamm (soccer) and Lindsey Vonn (skiing; pictured).
The multi-media effort, "Shop to Win," breaks today (March 19) and will include TV, radio, Internet, social media and POP. The effort comes with just over four months to go until the start of the 2012 Summer Games in London (July 27-Aug. 12).
According to Menomonee Falls, Wisc.-based Kohl's, the campaign "embodies the emotions an athlete feels during competition – the surge of adrenaline, the thrill of victory and the rush of accomplishment, and parallels that to the excitement of being a savvy customer and finding the best deals on fashion solutions for the entire family."
Torres, who currently is in training for a spot on the U.S. swim team competing in the 2012 Summer Olympics, is a 12-time Olympic medalist and the first U.S. swimmer to compete in five Olympic Games. Hamm, now retired, was on the women’s national team from 1987-2004, during which time Team USA won gold at the 2004 Summer Olympics. Vonn is an American alpine ski racer on the U.S. Ski Team. Vonn, who has won four World Cup ski championships, during the 2010 Winter Olympics became the first American woman to win a gold medal in downhill skiing.
The three women each filmed videos during recent shopping trips in which they shop for their favorite items at Kohl's and talk about the overall in-store experience. Kohl's said these videos, which will be posted at a dedicated Facebook page beginning March 27, would serve as introduction for customers nationwide to post their own videos or photos from March 27–May 8 for an opportunity to win such prizes as a $500 Kohl’s gift card.
“The campaign depicts shopping as a sport and captures the emotion felt when women search for, and find, great deals."
“We are excited to launch the spring “Shop to Win” marketing campaign, featuring three world-class female Olympic athletes,” Julie Gardner, Kohl’s eve and CMO, said in a statement. “The campaign depicts shopping as a sport and captures the emotion felt when women search for, and find, great deals for themselves and their families. We are confident this will resonate with women who are seeking great style at a great value.”
Torres' marketing partners also include McDonald's, HP, Ben Gay and Got Milk? Vonn has endorsement deals with such companies as Under Armour, Oakley, Rolex and JetSet.