Kmart is celebrating Black History Month with a series of in-store events and online activities targeting the African-American community.
Its goal is to show customers everyday value while prompting shoppers to spread the word to others. The campaign, which uses the tagline “Spread the Word,” is part of an ongoing commitment by the company to empower African American moms and heads of households who many buying decisions in a tight economy.
To promote the effort, Kmart is teaming up with actor and radio talk show host Steve Harvey, who will make in-store appearances on Feb. 6 in Nashville and Feb. 25 in Atlanta.
A Web site also offers financial tips from experts to fit customers various lifestyles. Visitors can choose from five “experts”–the Budding Entrepreneur, the Fashionista, the Frugalist, the Household Engineer and the College Student–by rolling over the person that best describes them to get useful tips.
The site also offers online trivia challenges for people to test their Black History knowledge. And people can play the “Spin to Win” instant-win game starting Feb. 1 for a shot at the grand prize: tickets and round trip travel for two to see Steve Harvey perform in New York City. Other prizes include Kmart gift cards, flat screen televisions, cameras and iPod.
In addition, Kmart will target mothers through its partnership with Mocha Moms, Inc., a non-profit organization for at-home mothers of color, offering financial tips and messages.
Online marketing and in-store circulars in February will direct shoppers to the Web site. EPrize will handle the instant-win game.