How Low Will "YOU" Go to Make A Dollar or Two?

11 years ago

This reminds me of all the other "clever" videos ad people come up with in an attempt to force their message to 'go viral'.

A few seasons ago, one of the Celebrity Apprentice teams, tasked with creating a viral video, resorted to a masturbation joke. They lost.

I can't imagine K-Mart winning, unless they start issuing credit cards to eight year old boys...

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Greedy

11 years ago

haha interesting.

Wondering how it will back out.

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Randall Magwood

11 years ago

Lol caught this on the "Today" show this morning. They overdo it with the "ship" usage though in my opinion.

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Paul Guilfoyle

11 years ago

What a load of ship !

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MartinPlatt

11 years ago

Clever idea, but they're trying too hard...

If quality equals the number of times you can say 'ship' then it's brilliant, otherwise it's kinda sad that they're trying to be 'trendy' and 'connect with normal people'.

Maybe if this is what they see as connecting with their customers, they don't know them too well, and this is why they have to resort to tacky adverts instead of selling wicked clothes that people really want?

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laurencewins

11 years ago

Tacky and over-done. It could have been funny if they used the word "ship" only a few times strategically but they had to overdo it.

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dejoliet31

11 years ago

Personally, I'll skip their "ship it!" The creative genius behind this marketing ploy, I suspect, is a "gonner" shipped to another ad agency.

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luna522 11 years ago

I appreciate the effort, but too cheesey. Although K-Mart has some great stuff if you're looking for a bargain. There isn't one here anywhere close to me in Texas but there's one I visit when I go back to Kansas. There's so many things there, nice and cheap, and if you use coupons there you get stuff pretty cheap!
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butters

11 years ago

Everyone says it wont work, why? It's already getting shared around the web, already seen it on my Facebook feed the other day and I'm in the UK!. Isn't that exactly what the ad is there for, to cause controversy?

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JohnMcCabe

11 years ago

Originally Posted by butters

Everyone says it wont work, why? It's already getting shared around the web, already seen it on my Facebook feed the other day and I'm in the UK!. Isn't that exactly what the ad is there for, to cause controversy?

The answer lies in why people are sharing the video. Most references I've seen are laughing at it or find it tacky and tasteless.

If the ad is to create controversy, fine. I'd rather the ad brings warm bodies through the door, cash, checkbook or credit card in hand.

But unlike dejoliet31, I fear the "genius" behind this piece of ship is getting a bonus for the attention, regardless if it helps them sell more.

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jchengery

11 years ago

Hello everyone,

I agree that while it's "clever" to an extent, especially when you first hear it, I also agree that they overused it. If they had done it two to three times at most, it would have been great.

butters- I agree it's getting spread around the Web and such, but I think it loses its "impact" after you hear "ship" the first time. Then, when they repeat it "ad nauseam," it really loses its effect.

Of course, most likely think that the commercial is clever if you've never heard it before, which is why it gets past around, but if they stop it in the middle of the video because they're hearing "ship" too many times, it still counts as the video being played, even if not all the way through. It still served its purpose even if "ship" was used too often.

So, in essence, it will spread virally. How much staying power and how much more likely it will make people go to K-mart, that remains to be seen. I shop at K-mart once every 1-2 weeks; that ad's not going to make me (who is 35-YO) change my shopping habits - sometimes I can get items there cheaper, but often, Walmart and a few other places have the same items cheaper, so I'd still shop there more often.

I'd be curious to know how many people replay the video though - to me, it seems like "one and done."

Just my 2 cents.

Take care,

Joe Chengery

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opalfx

11 years ago

yeah to me too. it seems like people wouldnt watch it more than once.

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writeaway

11 years ago

It's crazy and pathetic enough to work...

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tjaysen70

11 years ago

I don't really think that is "low" like you say in your thread title, just dumb marketing maybe, but hey it worked didn't it. I mean you remembered it and went through the time and trouble to copy and paste it here in the forums and spend even more time to talk about it..etc.

So if you're online and are doing any kind of marketing, then this type of ad isn't low, but effective, now isn't it.

How many other, generic, and safe ads do you bother to copy and past and create a thread about in this forum?

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Steve Wells

11 years ago

Originally Posted by tjaysen70

I don't really think that is "low" like you say in your thread title, just dumb marketing maybe, but hey it worked didn't it. I mean you remembered it and went through the time and trouble to copy and paste it here in the forums and spend even more time to talk about it..etc.

So if you're online and are doing any kind of marketing, then this type of ad isn't low, but effective, now isn't it.

How many other, generic, and safe ads do you bother to copy and past and create a thread about in this forum?

Low as in morality.............. I don't really care about cussing, it's just that this is something you would NEVER see from a family friendly type of company. Nowadays whatever gets attention, we will do it.

The funny thing though, is that this is kinda like a joke more than anything. When I was in college one of our teachers talked about commercials nowadays and how people are always trying to do something funny or cool, or new. Instead of actually selling, they are entertaining. There is a difference.

This commercial would not make me go to K Mart, it might make the words K Mart stay in my mind because I laughed. But it would not make me personally choose to shop there.

It might make others do that, I'm not sure. I guess we will see. But honestly, I don't think there is really a way to tell if this commercial will increase the sales of their ship.

Just my opinion.... It was good for a laugh though....

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jay walters

11 years ago

this video is a bunch of ship! lol

Clever indeed.

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kdevarney

11 years ago

I think it's funny I may just ship my new car seat covers

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JohnMcCabe

11 years ago

Originally Posted by tjaysen70

I don't really think that is "low" like you say in your thread title, just dumb marketing maybe, but hey it worked didn't it. I mean you remembered it and went through the time and trouble to copy and paste it here in the forums and spend even more time to talk about it..etc.

So if you're online and are doing any kind of marketing, then this type of ad isn't low, but effective, now isn't it.

How many other, generic, and safe ads do you bother to copy and past and create a thread about in this forum?

It's only effective if it gets people off of their behinds and into Kmart. Instead, it has a handful of people on a marketing forum talking about whether or not it's good marketing.

Sounds like an epic failure to me...

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Anonymous Affiliate

11 years ago

Not all ads are aimed to get people swinging the credit card right away. Some ads just want to create buzz towards the brand without really selling anything (all CocaCola ads are like this).

Regarding this specific ad, I like the "ship" joke, but they over did it.