Sears is tapping into shoppers’ love of the Internet and other technologies to back this year’s holiday-themed campaign.
The campaign, which launched this week, is built around Sears’ Wish Book catalog and the tagline, “Don’t just give a gift, grant a wish.”
Online, people can interact with the brand and its messaging as part of the “Where Wishes Begin” Holiday Experience. On the site at http://Sears.yahoo.com people can find gift-giving tips, vote on the hottest gift ideas in toys, fashion, home, electronics, tools and fitness and sports categories and view gift-giving videos or pictures via Yahoo’s Flickr photo sharing community.
It’s all part of the retailer’s effort to have a larger presence online.
“The online space continues to offer new and exciting ways to interact in a meaningful way with our customers,” said Richard Gerstein, senior vice president and chief marketing officer, Sears, in a statement.
And starting Nov. 19, Sears is kicking off a Wishing promotion, offering deals on products for a limited-time. Wishing Hours will take place Mondays and Tuesdays from 4 p.m. to close (or from 4 p.m. to midnight online) through Dec. 18. People can download a Wishing Hours widget to their desktops or sign up for email or text message alerts at http://www.sears.com/wishes.
The campaign includes an online sweepstakes at http://www.sears.com/wishes, which offers the chance to win one of five grand prize wishes. Choices include: a trip for four to a 2008 NASCAR Nextel Cup Series race, a meet and greet with a NASCAR driver, $3,000 in spending money and $10,000 Craftsman garage; a personal makeover, including $20,000 toward in fitness equipment and athletic apparel and a spa package; a $20,000 backyard makeover with landscaping and Kenmore grilling items; an in-home style consultation with Ty Pennington from ABC’s “Extreme Makeover: Home Edition and $20,000 in Sears home appliances and electronics or a home theater system and trip for two to Cannes and $2,500 in spending money and $9,000 in Sears gift cards.
Lesser prizes include $50 and $25 Sears gift cards. The sweepstakes runs through Dec. 11. The winner will be announced during “Extreme Makeover: Home Edition” on Dec. 23.
Sears is promoting the campaign via TV and radio spots, magazine ads, direct mail, PR and catalogs.